The Hindu Business Line : The sports customer

How can an aquatic facility trawl and find the customer perspective? By focusing on two primary segments, suggests a new book titled Managing Sport Facilities and Major Events ( www.vivagroup india.com), by Hans Westerbeek, Aaron Smith, Paul Turner, Paul Emery, Christine Green and Linda van Leeuwen. “The competitive swimmers may value the facility for the quality of its equipment, the timing of its availability, and the functionality of its layout. Young families, on the other hand, may value the same facility for its low cast and the breadth of its programmes.” Measures should, therefore, be developed to gauge the service attributes of importance to each customer segment, the authors advise.

Another dimension they highlight is customer relationship, where the indicators may include focus on operational issues such as responsiveness and the affective response of the customer. So an event company putting on a triathlon series may identify as a customer relationship objective that it will build and maintain high expectations about the way every athlete is treated, the authors suggest. The third dimension of customer perspective is image and reputation, which includes the intangible aspects that attract a customer to the facility or event. Entertainingly educative.

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