Transform Insights into Service Innovations and Create Elation
The MagicMakers Group helps clients strengthen their ability to turn customer feedback into powerful, actionable insights. MMG experts Candy Parks and Tom Hoof share their thoughts on two different areas of this important subject.
Candy believes, “Feedback is a potent catalyst for growth, transformation, and innovation. Asking for feedback, interpreting insights, and specifying actionable implications is a delicate balance of art and science that provides a significant return on investment in the form of relationship building, product refinement, and innovative development.
Feedback is only meaningful and useful if the right people are asked the right questions at the right time. The science is developing a targeted, representative sample that can provide relevant input. The art is creating questions in the right vernacular that illicit honest, fruitful responses without leading or implying judgment or approval. Identifying insights is largely analytical involving the interpretation of multiple data points framed within a business context to tell the story and show the connections. In qualitative, this extends to including tone of voice, behavior, and context clues into the analysis. Compelling story telling is an art form. While insights tell the ‘what and why’ of a situation, actionable implications tell the ‘now what can we do about it.’ Simply asking is a powerful relationship builder – fostering improved engagement among employees and brand equity with customers. When you ask employees or consumers for feedback, you are telling them you value them and their thoughts. You are also telling them you are secure and open-minded enough to allow perspectives other than your own. When feedback is collected and interpreted thoughtfully, it leads to targeted adjustments that enhance efficiency and effectiveness and/or respond to emerging trends and shifting demands. Moreover, feedback is a crucial driver of innovation. When individuals and teams embrace feedback, they open themselves to new ideas that they might not have considered independently. This openness can spark creativity and lead to innovative solutions. Having a strong, ongoing feedback loop that includes cultivates a culture of continuous improvement.”
As one of MMG’s resident sports industry experts, Tom provides another perspective in this area: “Most businesses have control of the outcome of their customer experience. But what about being part of a business where consumers come with one expectation in mind? I’m talking spectator sports. The majority of fans come to see their team win the game. The front office, ushers, concessionaires and game entertainment folks have zero ability to guarantee the outcome desired by the fans. The stakes are high. The players really want to win, and the fans are emotionally invested in their favorite team and players. The teams I worked for had one simple promise, come to a game and you’ll have a great time. We wanted to create individual fan elation. We wanted to see fans smiling, parents enjoying their families, we wanted to win, but we also wanted this when a fan was asked by their friends: “Did they win?” “No, they lost but we had a great time!” Customer satisfaction is the foundation of a successful business, but in today’s competitive environment, it’s not enough. Businesses must aim to create customer elation—an experience that goes beyond meeting expectations. Elation results in customers who are not only satisfied but thrilled, loyal, and eager to promote the brand. Even without control over results, organizations can still foster elation by focusing on the overall experience. The key is to focus on everything surrounding the main event. From seamless ticket purchasing processes to interactive fan experiences, businesses can create lasting impressions, regardless of the final score. Everything counts, everything matters in bridging the gap between the fans’ expectations of winning and what they actually receive. Additionally, customer elation can be cultivated by responding to what’s within your control—like ensuring that concessions, merchandise, and stadium services exceed expectations. Even small touches like surprise giveaways, post-game meet-and-greets, or honoring fan loyalty can leave an indelible mark, elevating the experience far beyond the outcome of a single game. By recognizing that elation is tied to emotional connections rather than results, sports businesses can turn unpredictability into an advantage, crafting experiences that deepen connections and ensure fans return, regardless of the score.
