Chapter 12. Community. Community. Community. The concept of community means an open partnership between management and customers where the customers feel a sense of belonging to the organization.
The concept of community means an open partnership between management and customers where the customers feel a sense of belonging to the organization.
Value in brand communities is interactively co-created by companies and consumers, rather than merely exchanged between them.
What is it like to be a part of a community?
Satisfying Community Experience
Management Partnering means that value is interactively co-created by management and fans united together in their goal to serve the welfare of the community.
What fan clubs or memberships provide examples of management partnering? Give examples.
Open lines of communication
Production focus on strong community
Give an example of a possible customer service problem a team might have with a season ticket holder, group sales customers, a suite owner, or a sponsor.
How could the team employ the 4 A’s of proactive service?
100 Points: 50% Off Ticket Voucher (good for up to 4 tickets priced $14
200 Points:UltraStar Movie Pass and a 20% Off Voucher for Lolita's at the Park
350 Points: Exclusive Frequent Friar Pin for your lanyard
500 Points: Behind the Scenes Tour of beautiful PETCO Park
700 Points: Exclusive Frequent Friar 'Resort-Style' Beach Towel
850 Points: Select a Padres Promotional Item
1000 Points: Invitation to Field Day on Sunday, October 3, 2010 - Play on the field like the pros!
Evaluate the Frequent Friars Club:
Select the a metro area that has at least four major league franchises.
What could one of those teams do to increase perceived membership value so as to attract more fans to their community?
How could they provide membership legitimacy?
How could the team increase relational and informational switching costs?
What can we learn from Disney?
What can we learn from the Phoenix Suns?