Tailgate Guys
and
the New Pregame
Customer Experience

John Cotter
IMBA Sept 2018 - Customer Experience Management

A few ways Tailgate Guys could continue to improve their customer experience:Technology: investing in a mobile app with live tailgate location updates, directions, and customizable add-ons would would be a great addition to Tailgate Guys offering and make things even easier. At the moment, due to the lack of a mobile app, they do not offer a full omni-channel experience and are missing out on a key area through which to enhance the customer journey, relieve pain points, and improve convenience. They should also consider integrating with the multitude of "fan apps" often provided by sports teams so that customers have a more cohesive experience. A mobile app with live updates could go a long way to removing pain points which may come up during game days, such as confusion on location, car traffic, delays in food service, or inclement weather and contingency plans.Customer Journey: Tailgate Guys should improve their customer sign-up process on the website. Currently, signing-up requires a separate contact form or phone call and may serve as major a pain point and barrier in the customer journey. A robust and easy-to-use digital customer on-boarding portal could relieve this pain point, enhance the journey, and lead to more successfully converted customers.Enhance the Rubber Ducky: Although Tailgate Guys' personalized signs and their distinctive tent and chair combination are good candidates for a rubber ducky, Tailgate Guys should continue to innovate and think of more ways to emotionally connect to customers with little gestures or objects - the Koozie beer can covers in the photo are another example they have tried recently. Other options could be their own distinctive tailgate game that people will remember.

Tailgate Guys was born out of a customer need experienced first-hand by its founders, and their continuing focus on their customers and attention to detail sets them apart

The Tailgate Guys were able to combine the service industry principles of multiple industries in order to create an innovative customer experience:Hotel & Hospitality: Tailgate Guys have a "bellhop" service that meets customers at their parking spaces in order to transport any equipment or materials brought by customers.Event & Catering: Tailgate Guys handle all set-up and cleanup of the tailgate space for a hassle-free experience.Uberfication & the Sharing Economy: Tailgate Guys represent an on-demand service that uses shared equipment.Service Partnerships: By serving as the exclusive tailgate providers to sports teams, Tailgate Guys are able to capitalize on existing brand strengths, collaborate on innovative ideas, and become part of a larger experience.

Tailgate Guys was able to capitalize on the growing need for customer experience expertise and the growing demands customers place on companies. Through Tailgate Guys, sports teams are able to effectively "outsource" aspects of their customer experience management while ensuring high quality.

Tailgate Guys follows the Principles of Schmitt in some of the following ways:Meticulously planning its tailgating experience, often setting up tents days in advanceObsessing about the details: "We focus on every detail—from perfectly aligning the tents to making sure that each cooler opens the right way. We reserve our guests’ parking spaces and meet them at their cars to help haul their stuff to the tailgate. We bring the highest level of care to our process, because we operate on a foundation of excellent service and attention to detail."Having a rubber ducky - For Tailgate Guys, it is likely their personalized signs per tailgate and their distinctive colored folding chairsOffering a holistic experience from arrival at the event all the way to cleanupCollaborating with sports partners to add new and differentiated experiencesHaving a consistent look and brand (white tents with colored chairs) despite their customization capabilitiesWorking across channels through email, the website, in person, and on the phoneAdding personality with local workers who are also fans

Tailgate Guys offers customized packages based on location, sport, team, type of tailgate (family or corporate), budget, and size of tailgate. Tailgaters can easily choose the option that works for them and get a tailgate setup designed for their unique needs.Every tailgate also comes with a personalized signage option to really make it feel unique.

Tailgate Guys partners with DISH TV to offer the latest technology and live sports streaming on TVs installed at the tailgates.

Tailgate Guys has helped defined the sports hospitality sector due to its emphasis on the human touch. They have staff on-hand at all times to help tailgaters from start to finish.

Besides the hassle-free setup, TV's, food options, or impeccable tent layout (which are all pretty awe-inspiring), Tailgate Guys' greatest Wow factor arguably comes in the form of more time spent with family and friends on memorable activities. They create hassle-free tailgates through peace of mind so that tailgaters can truly enjoy themselves. Although this Wow factor may not fully set in until after the experience is over, Tailgate Guys helps creates amazing memories by ensuring that everything goes according to plan, whether the sports team wins or loses!

Successful tailgates depend on proper use of the five senses, and Tailgate Guys takes this concept to the next level:Sight: With matching white tents and colors coordinated with those of the local sports team, Tailgate Guys present an orderly and beautiful tailgating area.Hearing: Tailgate guys provide music technology so customers can enjoy their own tunes.Taste and Smells: Tailgate Guys partners with local and national food companies and caterers to ensure delicious food.Touch: Tailgate Guys provides all the physical objects and supplies needed for comfortable and efficient tailgating, as well as physical games to ensure a great time.

Sporting events are very emotional in nature, and Tailgate Guys embraces this atmosphere to drive up excitement and team spirit with custom banners for each tailgate, the use of team colors throughout the tailgate, and programming in unison with the team's marketing and sponsors.Perhaps most importantly, they attempt to create a greater sense of community among fan bases through such concepts as "Tailgate Villages" where all the Tailgate Guys' tents are located and people can join together in the fun.

The Tailgate Guys are redefining the experience of the pre-event social gatherings affectionately referred to as "tailgating." Formed by two friends at Auburn University in 2009, Tailgate Guys now offers "turn-key tailgating" as a service to thousands of fans a weekend through partnerships with some of the United States' largest and most well-known collegiate and professional sporting teams. Their service removes the most common pain points of tailgating to offer hassle-free game day experiences.

Tailgate Guys are completely focused on the customer and serving their needs. They describe their mission to their customers as follows:"We’re here to redefine your game day experience and take care of your tailgating needs from start to finish.You show up for the team. You show up for the fellow fans. You show up for your people and wear your team colors with pride. We’re the guys who meet you at your car. We’ll haul your stuff. We’ll bring the coolers and the ice. We’re the guys with the TV, who are happy to set it up. We’re the guys who stick around after the game to clean up. Let us know what you need, and we’re the guys who make it happen.We are Tailgate Guys. We come to serve."

Tailgate Guys' business model revolves around creating satisfaction by meeting and exceeding customer expectations. According to them:"Service is at the core of all we do, and the fan experience is at the forefront of our approach to tailgating. That means setting our customers at ease, anticipating their needs, and exceeding their expectations. We know how grueling tailgating can be and we created Tailgate Guys to lighten fans’ burdens."

Tailgate Guys grows by adding new sports team partners, meaning they are often launching their service for a new fan base at a new location. Ensuring they get it right the first time is essential for a service that relies on good word-of-mouth and return customers.

Tailgate Guys, at its core, reinvents the customer tailgating journey by changing the way fans go about tailgating. Their service removes all the previous pain points (parking problems, procuring materials, storing food and other items, setup, cleanup, etc.) for a truly innovative journey.