Presentatie van Dimitri Huygen.

1. Digital Sports Day
Nederland
31 oktober 2017

2. To maximize stadium revenues and streamline
operational excellence for all ESSMA Stadium
Members, by sharing knowledge & expertise and
providing inspiration through workshops, tours and
our flagship annual ESSMA Summit.

3. ESSMA ‘COME’ Principle
FOCUS ON
CUSTOMIZED
SERVICE
ORIENTATION
ENTERTAINMENT
MOBILITY
CONVENIENCE

4. Fan Experience Survey
Fan Experience
• 48% offer wifi in all sectors
of the stadium
• 13% make use of cashless payment
Fan Engagement
• 28% offer special/premium content
towards fans inside the stadium
• 53% have loyalty programs
Fan Involvement
• 58% of surveyed clubs communicate
with fans at least once a month
• 84% have a SLO
Fan Intelligence
• 70% use a CRM system
• Only 35% gather data on spending
habits and merchandising
ESSMA – ECA
Survey

5. Through Member Involvement

7. 1. CONVENIENCE

8. 360° Fan journey 7 Days a week

9. Technology Supports Convenience PSG
Pre-Game: Online Ticketing
Human resources costs:
5 operators behind the desk during week
Customer experience:
§ Only 52% of phone calls answered
§ Average waiting line of 6min35
§ Unable to buy season tickets or
hospitality online
18% online ticketing sales 92% online ticketing sales
Human resources costs:
Box office closed during week
Customer experience:
§ +90% of phone calls answered
§ Average waiting time of
1min24
<2014 >2014

10. Levi’s Stadium
Guest service
manager
Data driven
approach
Loyalty

11. How can we gather data?
Game Day Post-game Day
Parking Food &
Beverage
Merchandise Social media Survey
Segmentation of target groups

12. Human Capital: Staff incentivisation
AT&T Stadium (USA) Twickenham Stoop (UK)

13. 2. ORIENTATION

14. Orientation
Empowering customers
§ Mobile tickets
§ Fast passes
§ Pre order food and drinks
§ Wayfinding
§ Hospitality and stadium seats
§ In-seat delivery order
§ Waiting times
§ 360° panoramic views

15. 3. MOBILITY

16. Enhanced Mobility Solutions

17. Enhanced Mobility Solutions

18. Segmentation of target groups: FC Bayern

19. Segmentation of target groups: KAA Gent

20. 4. ENTERTAINMENT

23. Money can’t buy experiences

24. 25 000
connections
In-seat
delivery
Statistics &
premium
content Stadium
access
Video
replays
Parc Olympique
Lyonnais
Integrated approach at Olympique Lyonnais

25. Takeaways
1. Service driven society asks for a customized service
2. Smart localisation & fan guiding in stadium
3. Enhanced mobility integration with all stakeholders
4. Football = entertainment
FOCUS ON
CUSTOMIZED
SERVICE
ORIENTATION
ENTERTAINMENT
MOBILITY
CONVENIENCE

26. Thanks for your attention!
Dimitri Huygen
Managing Director ESSMA
Dimitri Huygen
@dimitrihuygen