2024
Customer satisfaction study drives positive change for soccer club.
Steel City FC, a youth soccer club established in 2021 from the merger of two smaller clubs, quickly gained prominence with over 1,400 players and notable on-field success. However, the integration of families from the two legacy clubs created challenges, particularly in understanding their adjustment to the new, unified organization.
To address these challenges, I spearheaded a comprehensive customer satisfaction study over two consecutive years. The primary objectives were to assess member satisfaction in key areas such as player-to-coach ratios, training quality, and overall value of membership.
I designed and implemented a digital survey distributed through the club’s internal communication system, which yielded a 47% response rate. The 2023 survey results indicated general satisfaction but also highlighted several areas needing improvement, including gameday coaching quality, coach communication, and player experience. In response to this feedback, the club implemented targeted changes over the next year to address these issues.
Building on the initial findings, a follow-up survey was conducted in 2024. I developed an advanced dashboard to compare the 2023 baseline with the 2024 results, incorporating detailed crosstab analyses. This tool provided a clear, data-driven overview of improvements and facilitated more informed decision-making.
One of the most significant outcomes of the research was the ability to deliver targeted insights based on various member demographics, including gender, age, geography, time with the club, and skill level. This level of detailed analysis was unprecedented for the club. By identifying specific needs and preferences within these segments, we enabled the club to tailor improvements more effectively. For instance, changes were made to enhance the experience for different age groups and skill levels, and communication strategies were adjusted based on geographical and demographic factors.
These targeted insights also inspired the development of several new programs, which were crucial in driving membership growth. Additionally, the study revealed members' preferred communication channels, leading to more effective social media and marketing strategies. This optimization significantly improved the club's outreach and engagement efforts.
As a result of these initiatives, Steel City FC saw a substantial increase in its Net Promoter Score to +30 by 2024, a strong indicator of member satisfaction given the club’s relatively high membership fees. Membership numbers continued to grow steadily, and the annual satisfaction survey became an invaluable tool for the club, providing ongoing opportunities to build on its success and further enhance its offerings.
