Turnkey Intelligence’s Surveyor Network was born several years ago when our clients voiced their desire for more contextual research to compare against their own collected data. Created based on the premise that “information is incomplete without context”, the Network is now being utilized by more than 220 sports teams, colleges and properties in the NFL, NHL, MLB, MLS, NBA, MiLB, AHL, FBS and college basketball.
The Surveyor Network is based on a standardized set of online surveys on topics including gameday experience and season ticket holder renewal intent. Participants distribute the survey(s) of their choice during their season, at a frequency of their choosing. The collected data is piped into custom-built dashboards that each participant has access to. The dashboards display each client’s data next to industry, league, conference/division and market averages.
All data is secure and no participant has the ability to see another participant’s data.
As our participant pool increases, so does the number of data points collected, providing our clients with even more information to consider. Here are some of the best strategies that I have seen utilized during the life of the Network so far:
1) Timely Follow-up/Address Feedback During Season – Participants that are able to review the data, specifically the verbatim section, at least once per 1-2 weeks often receive higher satisfaction scores and see higher response rates for future surveys. Satisfaction scores rise as teams are able to address reoccurring issues and improve upon negative experiences. Response rates increase when fans realize that teams care enough to take the time to read and respond to their feedback quickly. It may be nice to address a fan’s issue in the offseason when the data is fully analyzed, but often by then, that fan has grown frustrated by continually encountering the same negative experience over the course of the entire season.
2) Plan Distribution Schedules – It is recommended that Network participants distribute the program’s survey (or surveys) to their ticket buyers multiple times throughout the season. This provides fans with an avenue to submit timely feedback, and for the team to address early and mid-season problems before the season concludes. Surveys do not need to be sent to every ticket buyer after each game; sending to a sample of ticket buyers at least once per week/month allows teams gather samples at different points of the season, negating the effects of winning streaks, losing streaks, etc., while not burning out respondents. Also, the more times surveys are distributed, the more ways the data can sorted for analysis.
3) Celebrate the Learning Outcomes – Teams that receive higher-than-average/industry leading Network scores should share their results throughout the organization, and recognize and appreciate the departments that have helped make those scores possible. Similarly, sometimes respondents actually name specific individuals in their open-ended responses, thanking them for specific actions and contributions. Sharing that feedback company-wide is a great way to continually motivate and encourage hard work.
4) Track the Respondents – There exists a feature within the Network that allows each participating team to identify which fans are providing which feedback down to the individual level. For example, by tracking a survey that I submit to the Turnkey Titans, the Titans would be to see my exact Gameday Satisfaction Score, my Renewal Intent, my verbatim responses, etc. That is extremely valuable when assessing at-risk accounts during renewal campaigns, and when responding to specific comments – say, that a specific seat in the venue is broken, etc. It is always preferred to have this information and not use it than to want it and not have it available.
5) Continue to Collect Data – After completing an analysis of the Network data and implementing changes for the next season, it is important to continue to monitor fan feedback, especially relating to the changes you implemented to ensure they’re having the desired effect. Along these lines, the Network dashboards now contain a ‘Trended Metrics’ tab, allowing participating properties and institutions to compare key performance indicators (KPIs) year-over-year. Being able to see if scores are increasing, decreasing or remaining constant help give context to teams and help prove whether or not they are moving in the right direction.
There is no one magic strategy that participants can implement to achieve the highest scores during their Network project season. However, the tips above have helped teams improve their scores both during the season and in the following years, leading to happier fans. And, as we know, a happy and loyal fan is a more-likely-to-attend-and-spend customer!