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ACTIVE Speaker Series - Paul Roberts MyCustomerLens

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The sports & fitness industry has huge growth potential. But to unleash this growth we must continue the revolution that is putting customers, not products or stakeholders, at the heart of decision making. To do this we must get much better at understanding our potential target audiences, and then using this insight to design marketing, events and experiences 'outside-in' from the customer's perspective.

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ACTIVE Speaker Series - Paul Roberts MyCustomerLens

  1. 1. Helping sports organisations unleash customer-led growth Paul Roberts | MyCustomerLens.com 1My Customer Lens – unleash customer-led growth
  2. 2. Customer-led growth comes from delivering great customer experiences 2My Customer Lens – unleash customer-led growth
  3. 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. 4. Experiences that lead to… Retention | more customers coming back Referrals | more customers telling their friends 4My Customer Lens – unleash customer-led growth
  5. 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. 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. 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. 8. How do we deliver great experiences that our customers will rave about..? 8My Customer Lens – unleash customer-led growth
  9. 9. The customer is always right The RIGHT customer is USUALLY right! 9My Customer Lens – unleash customer-led growth
  10. 10. 10 Outside-in Results Conviction Understanding Talent Strategy Ecosystem Management My Customer Lens – unleash customer-led growth
  11. 11. 11 Outside-in Understanding My Customer Lens – unleash customer-led growth
  12. 12. Customer understanding What do they need | want | expect? How can we reach them? 12My Customer Lens – unleash customer-led growth
  13. 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. 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. 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. 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. 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. 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. 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. 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. 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. 22. Design ‘outside-in’ See the customer journey through the eyes of your customers 22My Customer Lens – unleash customer-led growth
  23. 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. 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. 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. 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. 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. 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. 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. 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. 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

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