Moment of Truth Cycles
What is a moment of truth? It’s the first 15 second of interaction between the consumer and the front-line staff. It is also when one side of the interaction has to show care, concern, or empathy for the other side. We follow a 6-step process that displays the customer life cycle. These 6 steps are discovery, evaluation, purchase, use/experience, bond, and advocacy.
​
Discovery- This is an almost entirely customer driven process that brings them to our organization. Once customers discover our existence, they will want to evaluate us and see if it is worth their time to come to one of our games.
​
Evaluation- The evaluation phase could happen in many ways. They could look at our website, so we must make sure our website is user-friendly and informative. Customers could also evaluate us based upon our social media presence and consumer comments. We will assign one of our fan relations employees to handle all social media accounts as well as being responsible for responding to ALL comments. Consumers could also come to a game and actually see for themselves what our atmosphere is like and make and evaluation. We will make sure our staff does everything in their power to ensure that all fans have fantastic experiences at PPG Paints Arena.
​
Purchase- This is the point where a fan feels comfortable enough to make a purchase, whether that be a single ticket, season tickets, or a corporate box. The customer is now excited to test their new purchase, so we must deliver the great experience they’re looking for when they walk through our doors.
​
Use/experience- They’re in the doors, now what? All fans want to have a good time, but we want to deliver more than that. We want fans to come for the experience and great atmosphere that we deliver at PPG Paints Arena. Even if they’re not the biggest basketball fans, we want them to have such a great experience that they want to continue to come to our games.
Bonding- The part that keeps them coming back for more is the relationships that all staff will build with fans. Sure fans will come back 1-2 times each year just because they're Phantoms fans, but we want everyone to come back 5-7 times each year. We will have excellent relationships with everyone that make them feel like they’re welcomed at all times.
​
Advocacy- Happy customers will always spread a good word about products and services that they receive. Now that we live in a digital age, social media is a major tool used for advocation. We will have a very strong social media presence to thank fans who show positive support, and to correct any negative feelings fans may have towards our team.
​
Groups
​
Walk up fans- These fans are on the lower tier of importance due to how much revenue they bring in for us, but we want to make them feel like the most important people in the world at all times. Our security presence that is patrolling the walk-up lines will be friendly and keep the fans entertained while they wait. Once in the concourse, our staff that will be walking around should say hi to as many people as possible and make sure that they are having a good time. They should give out business cards to anyone they talk to so that the fans build a relationship with our staff.
​
Season ticket holders- These ticket holders are the next tier of importance to our revenue. These people get a few more opportunities to encourage fans to become season ticket holders. These members will receive the ability to pick their seats for the season, a free t-shirt, free mini basketball with our logo, special meet and greet opportunities, and other incentives. Our sales staff will be responsible for maintaining a relationship with their designated season ticket holders by reaching out once every 2 weeks to make sure they have enjoying their experience.
​
Corporate box holders- This group of people bring in even more revenue for our organization. We will make sure they get treated very well. Our sales staff will be able to bring them on a tour of the stadium and each of the corporate luxury boxes and allow them to choose which box they will purchase. During the initial tour, they will bring fans to the locker rooms as a bit of added joy to encourage them to buy a box. They will have luxury service during games by our catering staff. Our sales reps will also maintain great relationships with these individuals.
​
Sponsors- These people are the most important. They keep our organization running as they contribute an immense amount of money to be able to have their brand shared across our stadium. These sponsors can have their brand be displayed by having posters put up, jumbo tron advertisements, court logos, etc. We MUST maintain a constant relationship with them and make sure they are satisfied. These sponsors can have very specific requests, and we must be able to accommodate them to the best of our abilities in order to keep them as a sponsor for many years to come.
