NHL - Ottawa Senators
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.
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.
Director Of Season-Seat Membership
& Group Ticket Sales Chris Atack
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.
The Senators experience map, which currently hangs in the Senators head office, brings
Senators’ management closer to season ticket holders and serves as a reminder of the
responsibility the organization owes this key sector of Senators’ fans.