REVOLUTIONARY CHANGES TO YOUR OPERATIONS CAN BE EXTREMELY DISRUPTIVE. HOWEVER, EVOLUTIONARY IMPROVEMENT SHOWS YOU ARE GROWING AND ADAPTING TO ANTICIPATE YOUR CUSTOMERS’ NEEDS. THE KEY IS TO STAY CONNECTED TO YOUR GUESTS — INTERNAL (EMPLOYEES) AND EXTERNAL.


feelings about your brand and facility. Plus, having those conversations while they are your customer means revenue is coming in to cover costs at the same time. Survey these customers mid-season so you can address any issues.


It is also critical to review each and


every type of guest you interact with. Tis includes skaters, players, parents, spouses, coaches, league administrators, regulators, employees, vendors and suppliers, trade associates and so on. Tis is also a great opportunity to garner staff input. Various roles interact with different guests throughout their visits. What you are looking for is a representation of the guests visiting your facility.


KEEP IT, CHANGE IT


Now what? If your guests are willing to share their thoughts, they are already on the path to help you succeed, especially if they have negative feedback to provide. A great way to prioritize


this feedback is to split items into two lists: “Keep It” and “Change It.” Items that guests say are critical to why they visit your facility go on the “Keep It” list. Everything else goes on the “Change It” list. Be sure to include representatives of your team when compiling the lists. After all, they are often the closest folks to your guests.


Once you have the two groupings,


consider prioritizing items by level of effort and guest impact. For example, suppose guests want more front row parking, especially at night. Well, without providing valet services or building an expensive new parking lot, that


item


may fall under high effort and low impact. Folks will still use your rink, but the reason behind closer parking may be that the lot is dark in the early hours and folks don’t feel safe walking to the building. An interim solution the team may come up with is to change the timer on the parking lot lights, add additional lighting or perhaps


even a security service to patrol the lot until dawn.


As mentioned earlier, connecting


with your guests and having them feel a connection to you, your staff and your facility drives customer loyalty. Loyal customers stay with you longer, spend more with you on a per transaction basis and refer new guests to you.


Maya Angelou once said, “Tey will


not remember what you said or what you did, but they will remember how you made them feel.” How impactful would it be if you could cut your customer churn in half? Typically, this change in customer behavior is the result of small, incremental changes to your service delivery. Revolutionary changes to your operations can be extremely disruptive. However, evolutionary improvement shows you are growing and adapting to anticipate your customers’ needs. Te key is to stay connected to your guests — internal (employees) and external.


Business and Sales Coach Andy Million is the owner of The Growth Coach of Greater DFW. It provides group


and one-on-one coaching workshops for business owners, sales professionals, managers and more. Million has a finance and operations background and built his career in customer- focused management roles, including regional director of the largest elevator service provider in the United States. For more information, visit thegrowthcoach.com/greater-dfw.


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SPRING 2020RIN 20 020


It is al about RELATIONSHIPS


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