Understanding customer-centricity

Elements of the workshop What is customer centricity? Who is THE customer? The journey Active Cumbria are on What do customers want to do? How do customers want to do it Break-out groups - becoming more customer centric Wrap-up

What is customer-centricity?

Customer - the end user of a good or service Centric - having something at the centre, a focus So customer-centricity in sport means focusing on the needs of the end user and delivering experiences that meet/exceed their needs

A government priority… “Sport England’s new investment strategy seeks to put the customer first” Tracey Crouch MP, Minister for Sport Tourism & Heritage

Jeff Bezos, founder & CEO of Amazon A business necessity… “If there’s one reason we have done better than of our peers… it is because we have focused like a laser on customer experience” Jeff Bezos, founder & CEO of Amazon

Sport can’t risk becoming irrelevant… “You either innovate or you become irrelevant.” Muhtar Kent, CEO Coca Cola

Customer or process-centric? Charging me money to spend money?? Why is your booking line a premium charge line? Response: A booking fee is standard for phone bookings, but web is free Customer: Thank you for an awesome #customerservice moment! Later flight delayed, immediately put on an earlier flight without hesitation Response: Thank you for hanging in there with us. We appreciate your business! ^EK

Who is the customer?

Who is THE customer? THE customer is the end user - the person actually engaging with sport and physical activity: Spectators, Officials, Participants, Coaches, Volunteers Within this group, inactive people are a higher priority than people already playing sport

You don’t have to be THE customer to get good customer service Stakeholders CSP Partners Customers Connectors

The journey Active Cumbria are on

The journey Active Cumbria are on

Understanding customers…

Thinking outside-in… What are customers trying to do? What do we need to do to help them through the journey & change behaviours?

How they want to do it…

How can Cumbria respond?

Break out groups Question 1 How are organisations in Cumbria (not necessarily in sport) already responding to changing customer expectations?

Break out groups Question 2 What can people in the room start doing today to adopt a more customer-centric approach? Quick wins, cheap wins and must wins

Wrap-up Summarise discussions Any next steps Active Cumbria want to emphasise?

insight to impact | unleashing customer-led growth