Chapter 12 - Build Community

Abstract

This chapter discusses various ways to build communities by sports teams. Building community is important to sports teams and repeat customers generate over twice as much gross income as the new customers. Bridging the gap between a customer who attends a single game or two and becoming a loyal fan is where community begins. The concept of community means an open partnership between management and customers where the customers feel a sense of belonging to the organization. Satisfying brand community experiences are a function of six factors, which include: reactive and proactive customer service, membership reward programs, membership value, customization, website community, and management partnering. To develop a healthy community, teams must reach beyond merely providing adequate service to reach fans' desired service level. Beyond understanding the customer, knowing the process of the transaction and the points at which customer needs arise will help the firm map out the potential service needs. Membership reward programs are promotional activities, which reward repeat purchases in an attempt to add value for the fan and to help create loyalty to the community. Maintaining freshness by continuously updating, making it easier to use, and improving the physical appeal of the firm's web site is an effective part of developing community.