Increasing Fan Loyalty for Professional Sports Teams

Customer service is the one of the most talked about concepts in business today. Customers demand it, organizations strive for it... why can't you make it happen? Our customer service program for professional sports teams goes way beyond creating a satisfied fan and focuses on building a loyal fan. As the competition heats up to acquire and keep loyal fans, it is clear that your organization must have the tools to be successful. Since your customers have so many options for spending their entertainment dollars, it is imperative that they have a wonderful experience every time they interact with one of your ticket agents, game day employees, or vendors at your venue. We can create and deliver a customer service training program guaranteed to position your employees to delight your fans, creating a strong relationship to guarantee their repeat business.

We begin with a thorough assessment of your organization through interviews with managers, supervisors, and employees. This helps us gain an "inside look" at the opportunities and challenges your organization faces. We then process that information to develop a customized program tailored to meet your needs. Our experienced trainers spend as much time researching your organization and tailoring the program to your specific needs as they do presenting the courses. These programs are designed to provide managers, supervisors, and employees the needed skills to provide the fan with a great service experience.

Our Fan Loyalty Program for front office and game day employees is comprised of a three part curriculum:

  • Providing Extraordinary Fan Service
  • Utilizing Effective Telephone Techniques
  • Dealing with Angry or Difficult Fans

Our Fan Loyalty Program for managers and supervisors is comprised of a four part curriculum:

  • Leading Extraordinary Fan Service
  • Dealing with Difficult or Angry Fans
  • Motivating Employees to Extraordinary Service
  • Coaching and Counseling for Improved Performance


  • Understand the link between fan service and profitability
  • View fan service as a competitive weapon
  • Turn an angry and complaining fan into a satisfied one
  • Transform "Moments of Truth" into positive experiences
  • Eliminate "blame frame" and "that's not my job" attitudes
  • Develop the art of negotiation to achieve positive outcomes
  • Design measurement tools for your fan service
  • Select appropriate telephone questioning techniques
  • Build a positive attitude for internal service
  • Learn strategies to diffuse difficult situations with fans
  • Create beneficial interdepartmental service
  • Acquire valuable listening skills
  • Establish a fan service vision keeping you ahead of your competition

For more information on Increasing Fan Loyalty, please call Peter Barron Stark Companies at 858.451.3601, or email us at

  • “When I first met you, you told me that you could condition even the largest offenders of customer service protocol and I figured that certain departments would fall into place, but never did I think that our events security group would ever come around. You did it! When it comes to Customer Service and Fan Loyalty Programs, there‚Äôs no doubt the first call should be to you! ” – VP Marketing & Special Events, New England Patriots

  • “I am sitting in the event ops training right now and this is great! Our employees are so into this and Peter is doing an absolutely outstanding job!! I will be walking around to see other groups but I just had to share because this is really exciting to watch.” – Human Resources Manager, The Boston Red Sox

  • “Monday night's supervisor training was honestly the most practical and applicable professional development that I have been part of - not only as a Red Sox employee, but also in my full time job as a teacher. In the past, we've received an even more in-depth customer service training as our supervisor session, which is helpful, but Monday's shift in looking at how to be effective leaders gave me a truly renewed energy and sense of purpose in my specific role for the Sox. I left Monday with not only a lot to think about, but tangible ways to try out many of the ideas with my coworkers and our staff in the coming weeks. I really appreciated that I was able to gain so much from you.” – Supervisor, The Boston Red Sox


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