The goal of this session was to get inspired by peer FIP organizations, sharing their best practices and (future) challenges. Everyone covered a different topic within this case. The most interesting outcomes of these sessions are summarized below.
Fan experience through the eyes of our peers
KNVB shared their fan customer journey. Approaching the journey from the fan's emotional behavior instead of an organizational perspective provides new relevant insight for clubs and national associations. With this approach, you can sketch personas of fan profiles and use them to get insights into your customer journey. Together with Ajax, we looked into their stadium experience, and UEFA shared its innovation strategy.
Tottenham Hotspur FC told us more about their digital fan strategy. For a fan experience, balance is critical. The group acknowledged that it is essential to find a way to listen to your fans before trying to overwhelm them with innovations for their own experiences. Organizations must find a way to differentiate commercialization and add value to the fans for their sake.
We, the Johan Cruijff ArenA, shared our best practices and challenges in the hospitality and public catering. In addition, the FA covered audience insight for their Women's department and acquisition and engagement for the general organization. As an organization, being thoughtful about fans being saturated in engagement activities is essential. More is not always better.
For us, it is essential to be part of these knowledge sessions to ensure we can move forward and learn as much as possible from our peers. Therefore, we are pleased with this initiative by UEFA.
New Innovation Challenge
Lastly, the challenge definitions of the upcoming innovation challenge were discussed. We will inform you more about the newest challenge in the next few weeks.