ACTIVE Speaker Series - Paul Roberts MyCustomerLens

Helping sports organisations

unleash customer-led growthPaul Roberts | MyCustomerLens.com

1My Customer Lens – unleash customer-led growth

Customer-led growthcomes from deliveringgreat customer experiences


Today’s session

Why being customer-led is important

8 principles of customer-led sport

Our focus today:

Understanding your customers

Designing ‘outside-in’

Summary – 5 tips for getting started today

3 My Customer Lens – unleash customer-led growth

Experiences that lead to…

Retention | more customers coming back

Referrals | more customers telling their friends


“This was my first time and won't be the last. It's a race I'll recommend to friends.”


Are we assuming too much ?


How often do you get asked by race organisers for feedback?

Most of the time

Half the time

Occassionally

Never

12%

9%

35%

44%

“In 20+ years of running I’ve never been asked for

feedback. Ever.”

It’s the customer’s perception that counts

80% of executives said their company delivered above average customer experiences…

8% of their customers agreed!Research by Bain & Co


How do we deliver great experiences that our customers will rave about..?


The customer is always right

The RIGHT customer isUSUALLY right!


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Outside-in

Results

Conviction

Understanding

Talent

Strategy

Ecosystem

Management

My Customer Lens – unleash customer-led growth

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Outside-in

Understanding


Customer understanding

What do they need | want | expect?

How can we reach them?


Who is your target customer..?


Potential customers are not all the same

Needs, expectations & preferences are evolving

Market potentialActive Lives stats for adults (16+) in England…65.4% active (>150mins/week) | 12.6% fairly active | 22% inactive (<30mins/week)

23m / 52% do sport & fitness activities 2x/month57% of males, 48.9% of females

6.9m / 15.6% are doing running, athletics or multi-sportsResearch by Sport England – Active Lives Jan 2017



1

Uninterested

2Initial consideration

3Developing an interest

4Getting started

5Developing a habit

6Adopting a lifestyle

Where are your target customers now?


1

Uninterested



4Getting started

5Developing a habit


“I can’t remember the last time I did sport… it’s just not my thing”

“I am aware of how unfit I am””I hate running, it’s so boring”


1

Uninterested



4Getting started

5Developing a habit


“I’ve always liked the idea of ‘just going for a run’”“I love running, & used to swim a lot, if I had a bike…”

“If you can put 1 foot in front of the other, you can run’”“My 1st open water swim was so shallow I could stand up”


1

Uninterested



4Getting started

5Developing a habit

6Adopting a lifestyle“I’ve been bitten by the bug”

“I don’t remember a life without it”

Missing the full picture?

19

Customers are sharing feedback across a growing

number of channels

The majority of customers still stay ‘silent’ about good & bad experiences


Ask more | Listen better

Make it easy to give you feedback

Listen to what customers tell each other


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FactsWhat are their

demographics?

GoalsWhat do they want to

achieve?

ActionsWhat are they currently

doing?

InfluencesWho / what influences their

decisions?

WordsWhat are they saying, and

how?

Customerportrait

FeelingsWhat are their

fears/concerns?

PreferencesHow do they want to

interact?


ThoughtsWhat are their

attitudes/memories?

Design ‘outside-in’

See the customer journeythrough the eyes of your customers


The customer’s journey


1) Sign-up 2) Build-up 3) Race day 4) Review



Discoveroptions

Register& pay

@event I've payed for the race but it went twice so one payment was refunded. Now just checked the list and I'm not on it! :(

Would like to get into 10k races at some point next year. Can anyone recommend a run that would be a good first 10k race? #ukrunchat #running

£58 for a half!!! We need to send a message #ukrunchat we won't accept ridiculous prices

I attended the familiarisation day 3 weeks before the race, which was great for settling any nerves and getting to see the course before race day.



Training Logistics

.

The organisation was spot on with very informative communications starting from a few months before the event

Don't stay in local lakeside hotel - too noisy on a Saturday night as need to get up so early the next day.



Before the start

Gun totape

After thefinish

Aid stations on the run are to be praised always people with drink and gels shouting out what they had. I do feel an extra drink station

on the bike could be useful

Easy parking registration and number collection and plenty of toilets so queueing

time was minimum.

great location and great route with a couple of long ups followed by long downs and finishing with the

best medal ever :)



Recapexperience

Decidewhat next

Overall I'm really impressed with the way they pull off this race and I'd definitely go back.

Well worth a go.

If your thinking of make the leap to a longer distance Tri this is the one for you.

You wont regret it.

Do love a great race pic

The customer’s journey

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What experience do you want them to have?

What experience do they expect to have?

What is their actual experience?



5 tips for getting started

Be consistent | create a shared portrait of your customer

Ask more | encourage all customers to share their feedback

Listen better | tune into online conversations

Look outside-in | create a map of your customer’s journey

Be proactive | share your vision with volunteers & partners


To hear more…Subscribe to our weekly newsletterSend an email with the subject ‘subscribe’ to [email protected]

Subscribers will receive the customer portrait, customer strategy and customer journey templates

Paul Roberts +44 7900 480973 | [email protected]


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Move quickly from data to decisions and unleash customer-led growthMyCustomerLenstakesawaythepainofcollecting,combiningandanalysingcustomerfeedback

soyoucanfocusonimprovingcustomerexperienceandgrowth


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ACTIVE Speaker Series - Paul Roberts MyCustomerLens