von Corey Williams Vor 7 Jahren
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The Portland Thorns FC are one of the most successful professional women's soccer franchises in history, if not the most successful. They have led the league in terms of average attendance per game since the inception of the NWSL and even averages higher attendance than WNBA teams. This mind map will explore what has led to such strong support from their fan base in terms of how the club is reaching to create a lasting customer experience. This analysis will be done using the four aspects discussed in class: Technology, The Human Touch, Customization, and the WOW Factor.
The Club makes sure its fans know that they have the best in the world playing in Portland. Any time one of their stars performs well on the international stage the club is touting this fact to its fan base. It helps create a WOW Factor when these fans have the opportunity to watch elite players play for their city every week. This is something that is important both in season and during the off season to create anticipation for the next match day experience.
Even in the preseason the club is working with fan clubs to make sure the environment in Providence Park is unique and better than any other in the league. The match day experience during preseason continues that WOW Factor for match days during the season.
One more way the Thorns are using Technology to create memorable experiences for their fans.
Youth Academy Club teams are operated year round regardless if the NWSL. Provides customized experience to young fans and their parents and adds to the human touch element by continuing their theme of empowerment.
NWSL College Draft has become a key way that the Portland Thorns FC connect fans with their new players and get them excited about the coming year. Around this event they utilize technology to create a memorable event for fans. Some fans even have the chance to attend the Draft as part of a WOW Factor.
Community support is year long as well.
The digital streaming partner here is key. Without this partner all of the games not being broadcast on the traditional TV channel would not be shown. Without this use of technology the Thorns would miss out on a key opportunity to add value to the fan experience.
This is the first broadcast deal that will run at least one NWSL game every week of the season providing fans more access to their favorite teams and is another utilization of technology even if it is a more traditional one.
Social Media is one of the primary technology tools that the club has used to reach its fans and provide memorable experiences.
The Portland Thorns have creating a unique and engaging customer experience for their fans to the point of providing a framework for other teams to emulate around the league. One way they could continue this trend is to create more customized experiences around their training. By giving fans more opportunities to connect with players face-to-face helps add the human touch and opportunities for customization where players can get to know fans' names etc. Portland could also leverage their partnership with the Portland Timbers (MLS Franchise) to an even greater extent to continue to grow their fan base by adding a new touch point.
The club even looks for ways for fans to connect with players during their daily trainings with many different videos and interviews posted on Social Media or SnapChat takeovers. Yet another example of the clubs use of Technology to add value to the fans.
Carries on the themes from the off season providing customization and the human touch.
The Thorns make sure their national team players get lots of recognition to build pride among the fans about the fact that they have some of the best players in the nation on their team. Another WOW Factor element (especially when they have the opportunity to get their autograph).
Community events are one of the biggest ways that the club is connect with its fans and providing the human touch. Some of the areas they focused on are women empowerment and food drives.
Game Days at home are a key component of the fan experience: Here are several ways that the Portland Thorns FC are providing Customization and the WOW Factor for fans who are part of their annual member clubs.:
https://www.timbers.com/thornsfc/postgame-thorns-fc-autographs
Allowing fans the chance to meet the players and receive an autograph written to them is big part of providing a memorable experience. (Customization)
https://www.timbers.com/thornsfc/thornskc
Kids Club! Shows yet another way that the Thorns FC are reaching out to provide a WOW factor for young fans and their parents. (Customization for a specific fan group)
https://www.timbers.com/thornsfc/thorns-fc-pub-partners
Even when the Thorns are out of town for away games the club works to make sure they can still come together to support the team. One more example of a WOW Factor.
https://www.timbers.com/thornsfc/portland-thorns-fc-season-tickets
For Annual members there are several perks including an appreciation event. (Human Touch)
