Chicago Cubs

The Chicago Cubs Knock The Experience Out of The Ballpark with a Customer Service Transformation

The Chicago Cubs Knock The Experience Out of The Ballpark with a Customer Service Transformation 

Challenge
Like many organizations the Chicago Cubs struggled with the need of having a front line staff that delivered a consistent world class customer experience.  At the time, everyone in the organization had a different view point and definition of what an excellent customer experience should look like. As a result hit or miss customer service was being delivered, customer service metrics were declining, fans were complaining, and employees were confused as to what was expected of them.

Solution
When I got involved, my first step was to complete a comprehensive assessment that provided us an opportunity to get our arms around all of the issues causing an inconsistent customer experience.  Through executive interviews, employee focus groups and surveys, and fan surveys we were able to not only pin point exactly what the Cubs were struggling with but also what the fans were really looking for when it came to their experience.  We used all of the information to create a plan of attack to get everyone rowing in the same direction. This allowed the organization to deliver a consistent best-in-class customer experience across all touch points.  No matter which employee fans engaged with along their journey they received a consistent best-in-class customer experience.  

 Approach
Step 1: Defined the “Ideal State” Service Culture
Step 2: Designed Service Brand & Delivery Model "Marquee Moments" 
Step 3: Re-Designed Talent Acquisition & Selection Strategy
Step 4: Designed Training, Tools, & Resources 
Step 5: Designed Associate Engagement Strategy 
Step 6: Voice of the Fan Data Collection

Result
Not only did employees feel empowered and inspired to deliver outstanding service, there was a dramatic increase in key customer service metrics. We saw a 14 point Increase in the Net Promoter Score, 95% Secret Shop Scores, 32% Increase in observed behavioral alignment to customer service strategy, 85% Customer Satisfactions Scores and a 17% increase in Season Ticket Renewal Rate.


Los Angeles Dodgers

The Los Angeles Dodgers Unified Their Customer Experience Delivery by Giving Their Employees a Voice 

Challenge:
The Los Angeles Dodgers tried a few approaches to get their front line staff to deliver behaviors that were consistent with world class customer service.  However they were striking out with motivating and inspiring their employees to do their best work.  

Solution:
When I joined the organization I went to work on unifying the service with a 6 step approach. Step 1 being the most critical to success as that’s where we gave not only executives a voice, we gave the front line a voice in shaping what excellent customer service looks like for the Los Angeles Dodgers.  I was able to uncover employee motivations and leveraged that data along with fan data to create a comprehensive customer service brand and delivery model.  Not only did employees feel validated by the organization listening to them, their behaviors shifted to align with the brand promise.   

Approach:  
Step 1: Defined the “Ideal State” Service Culture
Step 2: Designed Service Brand & Delivery Model 
Step 3: Re-Designed Talent Acquisition & Selection Strategy
Step 4: Designed Training, Tools, & Resources 
Step 5: Designed Associate Engagement Strategy 
Step 6: Launched Customer Survey Strategy 

 Result:  
We improved the Dodgers brand by unifying the customer experience to deliver a consistent best-in-class services style.  We launched the “Starting Nine” Service Brand, created a baseline for Key Customer Service metrics, improved employee morale, identified key drivers for customer motivations, identified key drivers for employee motivations, motivated employees to deliver desired behaviors.