Following the recently introduced Government Select Committee’s compulsory regulation for Season 2012/13, where it outlined that each club in the Premier League and Football League is required to designate a ‘Supporter Liaison Officer’ (SLO), end of season reports will soon be due, reporting back on complaint statistics across the club. Shaun Harvey Chief Executive at Leeds United FC, said:
The new requirement made us review how we could not just meet the terms of the new regulation but do so in a way, whereby the accountability of the clubs staff to deal with complaints/enquiries could be monitored. The majority of complaints relate to one aspect or another of the matchday experience, so linking into the ticketing database was imperative and TALENT facilitated that with us. Our fans have benefited from this enhancement by an improved and consistent service. We can now identify trends of complaints and look to prevent them rather than react to them, which makes us more efficient. We have also managed to identify one or two serial complainers that has helped us prioritise the order in which we deal with matters.
Managing the complaints procedure for clubs is a key part of the SLO role and Leeds United Football Club has streamlined the administration of this procedure by introducing complaints analysis reports. TALENT Sport’s in-built CRM features allow clubs to log and monitor progress to resolution and produce the necessary reports, all in accordance with the new regulation, to the Football League on any customer complaints, cutting administration and saving the club time as a result.
The SLO is charged with producing a Customer Charter which outlines complaint procedures, from how to make a complaint through to setting expectation as to when a response can be expected. At Leeds United, the new SLO worked with the TALENT Sport team to develop a set of reports allowing analysis by match(es), department(s) and also method of resolution which would then be used for end of season reporting as well as a tool for the ongoing management of any supporter complaints.
The SLO reports can be tailored to report back on all aspects of the complaints management procedure, from tracking the date that the complaint was raised to how it was resolved and if there’s any cost implications. It also highlights supporter membership numbers and details, enabling serial/regular complainers to be identified. These reports produced by the TALENT system ensure any football club can easily become fully compliant with this new regulation when reporting back by the end of the season.
Our TALENT Sport system is sometimes perceived to just be helping clubs manage ticket sales efficiently. Whilst this an important aspect of the system and a key area of management for clubs, it has broader capabilities including customer relationship management features from which these Supporter Liaison Officer reports can easily be produced. This helps deliver a great supporter experience and remove administration for clubs so they can get on with running their football business,
commented Rob Such, TALENT Sport product manager at IRIS Ticketing.