EXPERIENCE MAPPING SCORES FOR NHL SEASON TICKET HOLDERS

An in-depth analysis of the season ticket holder experience helps Ottawa Senators management optimise the service experience.

PROJECT

Experience Strategy, User Research, Design

INDUSTRY

SPORTS

Case study | PDF

An in-depth analysis of the season ticket holder experience helps Ottawa Senators management optimise the service experience.

Akendi gave us greater insight into our users, their customer journeys and their behaviours, allowing us to better position ourselves to respond to their needs in a way that met their expectations.

Chris Atack, Director Of Season-Seat Membership & Group Ticket Sales

THE CHALLENGE

For over two decades, Ottawa fans have been buying season tickets to support their NHL team: the Ottawa Senators. Recognising season ticket holders as the most loyal (and profitable) of customers, management wanted to raise the bar of the service provided and grow this market. In order to meet this objective, the Senators' management team needed to understand fully the customer experience.

Akendi gave us greater insight into our users, their customer journeys and their behaviours, allowing us to better position ourselves to respond to their needs in a way that met their expectations.

Chris Atack, Director Of Season-Seat Membership & Group Ticket Sales

OUR APPROACH

To grasp the Senators customer experience, Akendi conducted interviews with season ticket holders about every stage of the experience lifecycle, from online account setup, to game preparation and package renewal. Akendi identified three customer personas, each with distinct and unique experiences. To communicate the findings, Akendi visualised the data as an experience map which outlined the experiences of season ticket holders and their potential ideal experiences.