Big Max Attacks – Customer Satisfaction
By John Pilmer, President of PilmerPR
Big buzz surrounds the comments of BYU QB Max Hall and the reported bad behavior of University of Utah fans. On the opposite sidelines is alleged mistreatment of Utah coach Whittingham’s daughter by BYU fans. As an alumnus of both schools in question, my thoughts about the infractions in question have covered a lot of yardage defining the problem and suggesting a solution. So, here goes nothin’. Hut! Hut! Hut!
The challenge is not solely the bourgeois behavior of fans or a rude comment by an athlete. After further review from a business communications perspective, the problem is that high profile customers gave these schools a failing grade as a host.
The company (university) challenge is creating a safe environment and a positive buying experience for customers (fans)—both home and visitor. One could easily make a case that sports tourism, whether from city to city or nation to nation, has a huge impact on school, city and state revenue. Some states allocate funds to ensure they get their piece of the tourism pie through sports. In addition to tourism, think about the legal risk for a school for out of control fans.
It is estimated that the recent MLS All-star game played in Rio Tinto stadium is to have generated about $3.5 million in economic impact for the state of Utah according to Laura Shaw, marketing director at the Utah Sports Commission.
If we can agree that each fan deserves a safe and positive purchase experience, win or lose, then perhaps all universities share the challenge and the opportunity to communicate with fans and potential customers to attract the maximum number of fans (customers).
Here are some areas to cover in such a public policy statement:
- Appreciation to fans for their attendance and support
- Value of athletic competition to the school, students and the community
- Commitment to providing safe and enjoyable atmosphere for all fans, including visitors
- Zero tolerance policy for behavior that does not create this atmosphere
(See sample public announcement)
Regardless of our school colors, or if we have more than one allegiance, I believe we can “root, root, root for the home team” without giving offense to others.
About the Author
John Pilmer, APR is the founder and president of PilmerPR, LLC. In its 6th year, the award-winning PilmerPR team provides enterprise-level expertise at a small business price. The company is a 2008 recipient of the Provo/Orem Chamber of Commerce Arthur V Watkins award for excellence. PilmerPR was recently recognized at the National Press Club in Washington, DC for its work in Corporate Social Responsibility (CSR). Also, see the KSL Channel 5 interview of the author regarding crisis communications.
The content of this blog reflects the views and opinions of the author, and not necessarily those of Utah Business.
Tags: Communications, Customer Service, public relations, Satisfaction