Customer UN-service

I’ve just finished a great book by the founder of the Savannah Bananas, Jesse Cole. The book, Fans First, talks about their journey and their relentless focus on the fan experience. There are some great nuggets in the book for anyone in the customer service business, which I would argue that EVERYONE is in the customer service business.

There are a few books that I’ve consumed over time that fall into the service theme. One of our favorites is the “Book of Business Awesome” by Scott Stratten. The book has a lot of valuable case studies about how a company or a person did something spectacular. The book also comes with a second section, “The Book of Business UN-Awesome.” Two books in one, both great reads. The latter is the focus of this week’s Huddle Up…..

Those that know me well know that I am a lifetime Harlem Globetrotters fan. Sure, it’s the same old shtick today as it was 50 years ago. Same bits, same gags, same jokes. All in all it’s just great family entertainment on the hardwood. Our son Brock is now a big fan too (his favorite player is “Spider”).

The Trotters roll through Phoenix every year, and we try to secure a few courtside seats and take Brock and a couple of his friends to experience it all. The boys always have a lot of fun and usually get to talk to some of the players. Last year, one of Brock’s friends was pulled onto the court for one of the bits. It was hilarious, probably something that kid will never forget.

This year, we bought four seats on the floor as usual. A couple of months before the game, Brock’s sports schedule came out and we had a conflict with his baseball team. The Trotters game and his baseball game were both at 2 PM on the same day. At that point, we reached out to Ticketmaster to see if we could move our tickets to the 7 PM Trotters game that night. They said the tickets were not transferable, but I could sell them and buy new ones for the later game. Not shocking, that means paying THREE sets of fees – one on the initial purchase, one on the resale of those tickets, and a third one for the new tickets. What a racket.

After the event, the Globetrotters sent out an email to measure the fan experience. Ours obviously wasn’t great due to the ticket fiasco. When we gave them a low rating and filled in the comment box about Ticketmaster’s shortcomings, guess what they did?.....

Nothing.

Sure, we got an email response from what seemed to be a very junior level coordinator type person, however when you are talking about a lifelong fan that has been in their database for 30-plus years, we deserved a better follow-up. I’m sure they didn’t even look us up. Had they done that and seen how many tickets we have purchased over the years, the special upgrades we have bought, where the seats always are, they would likely have reacted differently.

Their last email in the exchange was, “I will gladly share your comments with our leadership team.”

What a missed opportunity.

In this case, knowing after two emails that there was no “win” to be had on our side, I shot them one last note with a suggestion of what they should have done. Here is what I sent…..

“l will offer up an idea. Beyond comping our tickets in 2027 which is what really should be done honestly.

If I were you guys and you want to build generational fans like I am, and to continue that with my 9 year old, I would do something like this…..

My son’s favorite player is Spider. I would have Spider shoot a 60 second video on how he missed Brock at their last trip to Phoenix and how he hopes to see him next year. And that he is sending Brock a package that should arrive in a couple days.

Have Spider sign a ball, toss in some swag, and mail it off.

Pretty simple.

The price of fan engagement and retention has gone up. The days of “I will bring this up to our leadership” are gone.”

I’m biased of course, but I think that was a pretty sensible suggestion. Wouldn’t be too hard, even to just do the video and email it back to us. Their response?

Crickets.

The Bananas culture would never have let this follow-up opportunity go by the wayside. The Trotters appear to think their brand is strong enough to upset their longest standing fans (and their kids). They couldn’t be more wrong.

There is a reason the Savannah Bananas are the hottest brand in sports and the Globetrotters play in front of half empty arenas. It’s sad really. If they continue down this pathway, there won’t be a next generation of fans to buy those courtside seats.

They will all be at a Bananas game instead.

Be like the Bananas. See these types of conflict situations as “Fans First” opportunities and empower your people to make things right. Don’t empower them to kick the can down the road to “management.”

Have a great Bananalike week ahead!