What goes into creating an exceptional customer experience? How does a positive work environment lead to a loyal fan base? Fan engagement expert Ruby Newell-Legner talks about this and more as she joins Thomas A. Stewart on The Leading Edge — a place where new ideas emerge and are sharpened, and where leaders look to find the edge that brings success for themselves, their teams, and their enterprises.
Newell-Legner has consulted with and designed customized training programs for 66 professional sports teams and hundreds of facilities. With over two decades of expertise in the guest service and fan experience realm, she knows what it takes to revitalize a venue’s customer engagement plan. So where do companies go wrong? As she says, a fan’s happiness should not be dependent upon a team’s win or loss — the bells and whistles are, in fact, necessary elements for creating a memorable event. Oftentimes, executives and frontline employees fail to recognize that “they’re not just delivering a ballgame, they’re delivering an experience.”
With Newell-Legner’s tried-and-true approach, businesses can convert customers into loyal fans by inspiring and educating their employees, focusing on their leadership teams, and transforming the culture of their organizations. According to Newell-Legner, the guest experience doesn’t begin when fans walk into the venue — it begins with a strong communication plan between executives and employees. When employees are engaged from the moment they join the team, empowered with information, and treated well by the leadership team, they are better equipped to build customer relationships and create raving fans.
In this episode of The Leading Edge, Thomas A. Stewart sits down with Ruby Newell-Legner, the Founder of 7 Star Service, to peel back the layers of a great guest experience. Together, they talk about enhancing customer loyalty and retention through an exceptional experience, the importance of strong communication across teams, and how companies can address engagement opportunities to transform their culture.
Here’s a glimpse of what you will learn:
- Ruby Newell-Legner discusses how she helps sports teams fix their pain points and revolutionize the fan experience
- The unique strategy that helps Newell-Legner bring life back into venues
- How to navigate employee training and engagement during the pandemic
- Newell-Legner’s tips for catering to different customers to forge stronger connections
- Why treating employees well is vital to building loyal customers
- What is a “cycle of service” and how does it apply to businesses?
- The first thing a company should do to address customer experience opportunities
About Our Guest:
Ruby Newell-Legner is a consultant, speaker, trainer, and fan engagement expert. She is the Founder of 7 Star Service, where she helps sports, leisure, and entertainment venues create amazing fan experiences. Newell-Legner’s goal is to guide leaders in creating the ultimate guest experience and positive, engaging workplace cultures. Since 1996, she has used her expertise to transform over 60 professional sports teams and more than 90 stadiums.
Newell-Legner is also a popular workshop presenter and speaker for annual conferences and has presented more than 2,500 programs in 23 countries. She is currently a workshop host with the National Speakers Association (NSA) and the Founder of the Sports Celebrity Speaker Workshop, where she helps current and retired professional athletes enhance their speaking skills and get connected with the NSA.
Resources mentioned in this episode:
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