1. Helping sports organisations
unleash customer-led growth
Paul Roberts | MyCustomerLens.com
1My Customer Lens – unleash customer-led growth

2. Customer-led growth
comes from delivering
great customer
experiences
2My Customer Lens – unleash customer-led growth

3. Today’s session
Why being customer-led is important
8 principles of customer-led sport
Our focus today:
Understanding your customers
Designing ‘outside-in’
Summary – 5 tips for getting started today
3 My Customer Lens – unleash customer-led growth

4. Experiences that lead to…
Retention | more customers coming back
Referrals | more customers telling their friends
4My Customer Lens – unleash customer-led growth

5. “This was my first time and
won't be the last. It's a race
I'll recommend to friends.”
5My Customer Lens – unleash customer-led growth

6. Are we assuming too much ?
6My Customer Lens – unleash customer-led growth
How often do you get asked
by race organisers for feedback?
Most of the time
Half the time
Occassionally
Never
12%
9%
35%
44%
“In 20+ years of running
I’ve never been asked for
feedback. Ever.”

7. It’s the customer’s
perception that counts
80% of executives said their company delivered above
average customer experiences…
8% of their customers agreed!
Research by Bain & Co
7My Customer Lens – unleash customer-led growth

8. How do we deliver great
experiences that our
customers will rave about..?
8My Customer Lens – unleash customer-led growth

9. The customer is always right
The RIGHT customer is
USUALLY right!
9My Customer Lens – unleash customer-led growth

10. 10
Outside-in
Results
Conviction
Understanding
Talent
Strategy
Ecosystem
Management
My Customer Lens – unleash customer-led growth

11. 11
Outside-in
Understanding
My Customer Lens – unleash customer-led growth

12. Customer understanding
What do they need | want | expect?
How can we reach them?
12My Customer Lens – unleash customer-led growth

13. Who is your target
customer..?
13My Customer Lens – unleash customer-led growth
Potential customers are not all the same
Needs, expectations & preferences are evolving

14. Market potential
Active Lives stats for adults (16+) in England…
65.4% active (>150mins/week) | 12.6% fairly active | 22% inactive (<30mins/week)
23m / 52% do sport & fitness activities 2x/month
57% of males, 48.9% of females
6.9m / 15.6% are doing running, athletics or multi-sports
Research by Sport England – Active Lives Jan 2017
14 My Customer Lens – unleash customer-led growth

15. 15My Customer Lens – unleash customer-led growth
1
Uninterested
2
Initial
consideration
3
Developing an
interest
4
Getting
started
5
Developing
a habit
6
Adopting
a lifestyle
Where are your target
customers now?

16. 16My Customer Lens – unleash customer-led growth
1
Uninterested
2
Initial
consideration
3
Developing an
interest
4
Getting
started
5
Developing
a habit
6
Adopting
a lifestyle
“I can’t remember the last time I did sport… it’s just not my thing”
“I am aware of how unfit I am”
”I hate running, it’s so boring”

17. 17My Customer Lens – unleash customer-led growth
1
Uninterested
2
Initial
consideration
3
Developing an
interest
4
Getting
started
5
Developing
a habit
6
Adopting
a lifestyle
“I’ve always liked the idea of ‘just going for a run’”
“I love running, & used to swim a lot, if I had a bike…”
“If you can put 1 foot in front of the other, you can run’”
“My 1st open water swim was so shallow I could stand up”

18. 18My Customer Lens – unleash customer-led growth
1
Uninterested
2
Initial
consideration
3
Developing an
interest
4
Getting
started
5
Developing
a habit
6
Adopting
a lifestyle“I’ve been bitten by the bug”
“I don’t remember a life without it”

19. Missing the full picture?
19
Customers are
sharing feedback
across a growing
number of channels
The majority of
customers still stay
‘silent’ about good
& bad experiences
My Customer Lens – unleash customer-led growth

20. Ask more | Listen better
Make it easy to give you feedback
Listen to what customers tell each other
20My Customer Lens – unleash customer-led growth

21. 21
Facts
What are their
demographics?
Goals
What do they want to
achieve?
Actions
What are they currently
doing?
Influences
Who / what influences their
decisions?
Words
What are they saying, and
how?
Customer
portrait
Feelings
What are their
fears/concerns?
Preferences
How do they want to
interact?
My Customer Lens – unleash customer-led growth
Thoughts
What are their
attitudes/memories?

22. Design ‘outside-in’
See the customer journey
through the eyes of your customers
22My Customer Lens – unleash customer-led growth

23. The customer’s journey
23 My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review

24. 24 My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review
Discover
options
Register
& pay
@event I've payed for the race but it went twice so
one payment was refunded. Now just checked the list
and I'm not on it! :(
Would like to get into 10k races at some point next
year. Can anyone recommend a run that would be a
good first 10k race? #ukrunchat #running
£58 for a half!!! We need to send a message
#ukrunchat we won't accept ridiculous prices

25. I attended the familiarisation day 3 weeks before the
race, which was great for settling any nerves and
getting to see the course before race day.
25 My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review
Training Logistics
.
The organisation was spot on with very informative
communications starting from a few months before
the event
Don't stay in local lakeside hotel - too noisy
on a Saturday night as need to get up so
early the next day.

26. 26 My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review
Before
the start
Gun to
tape
After the
finish
Aid stations on the run are to be praised
always people with drink and gels shouting out
what they had. I do feel an extra drink station
on the bike could be useful
Easy parking registration and number
collection and plenty of toilets so queueing
time was minimum.
great location and great route with
a couple of long ups followed by
long downs and finishing with the
best medal ever :)

27. 27 My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review
Recap
experience
Decide
what next
Overall I'm really impressed with the way they
pull off this race and I'd definitely go back.
Well worth a go.
If your thinking of make the leap to a longer
distance Tri this is the one for you.
You wont regret it.
Do love a great race pic

28. The customer’s journey
28
What experience do you want them to have?
What experience do they expect to have?
What is their actual experience?
My Customer Lens – unleash customer-led growth
1) Sign-up 2) Build-up 3) Race day 4) Review

29. 5 tips for getting started
Be consistent | create a shared portrait of your customer
Ask more | encourage all customers to share their feedback
Listen better | tune into online conversations
Look outside-in | create a map of your customer’s journey
Be proactive | share your vision with volunteers & partners
29 My Customer Lens – unleash customer-led growth

30. To hear more…
Subscribe to our weekly newsletter
Send an email with the subject ‘subscribe’ to
newsletter@mycustomerlens.com
Subscribers will receive the customer portrait, customer strategy and
customer journey templates
Paul Roberts
+44 7900 480973 | paul@mycustomerlens.com
30 My Customer Lens – unleash customer-led growth

31. 31
Move quickly from data to decisions and unleash customer-led growth
My Customer Lens takes away the pain of collecting, combining and analysing customer feedback
so you can focus on improving customer experience and growth
My Customer Lens – unleash customer-led growth