In 2014, UConn’s football program participated in Turnkey’s national Surveyor Network research study. The study’s goals were to assess season ticket holder satisfaction, and measure perceptions of the overall football gameday experience.
Through their participation in the study in 2014, UConn was able to identify several key factors of the season ticket holder experience that their constituents felt could be improved. Based on that data and feedback, UConn made several changes and improvements during the off-season (stretching in to the 2015 season) to address those concerns.
UConn also made a concerted effort to double down on the positive aspects of being a football season ticket holder. For example, season ticket holders responding to the 2014 study indicated that they saw their season ticket holder statuses as a local “badge of honor”. To reinforce that sense of pride and reward customers for their loyalty, UConn began offering exclusive merchandise and concession deals and extended tailgating time to season ticket holders, and distributed branded Season Ticket Holder hats to those who purchased full season packages. This effort recognized season ticket holders’ commitment to the program, and provided them with extra benefits to emphasize their value to UConn’s program.
Partially as a result of those measures, UConn saw an impressive uptick in scores on many of the metrics measured in Turnkey’s 2015 Surveyor Network study. For example, when asked to compare the UConn gameday experience to the “ideal” live event experience, UConn season ticket holders averaged a score nearly 3 points higher (on a 10-point scale) in 2015 than in 2014.
Also, the Gameday Net Promotor Score* amongst season ticket holders increased nearly 100 points – a nearly unprecedented upswing. This is likely partially due to moderate improvement in the team’s on-field performance (we can assume this because single game purchasers’ NPS also rose, though not nearly as dramatically), but can also be attributed to the additional tailgating time, concession perks and other gameday-related benefits offered to season ticket holders for the first time in 2015.
UConn’s season ticket holders’ scores on other key metrics – overall satisfaction with being a season ticket holder, renewal intent, and satisfaction vs. expectations – also rose an average of 2.1 points between 2014 and 2015 (on a 10-point scale). The Net Promotor Score related to purchasing a season ticket package also improved drastically, increasing over 50 points.
Looking at these top line KPIs, it is easy to see that the improvements UConn made following the 2014 season resonated significantly with their most important constituents: their season ticket holders. The measures UConn implemented were not drastic, further demonstrating that small changes implemented following the collection and evaluation of feedback can go a long way in building lasting relationships with customers and fans.
*Net Promotor Score (NPS) is calculated by asking respondents how likely they are to recommend a product or experience to their friends and family on a scale of 0-10. Those who answer 0-6 are considered Detractors; those who answer 9-10 are Promotors. The NPS is formulated by subtracting the percentage of Detractors from the percentage of Promotors. Net Promoter scores can range from -100 to 100.