In our previous discussion, we began unraveling the intricate tapestry of Value Networks. Now, we’ll focus on a critical thread in this fabric: the customer experience. By examining the journey of an National Football League (NFL) fan, we will explore how we could measure and enhance each fan experience within the value network.

Insights from Maxie Schmidt

Insights from Maxie Schmidt, Vice President, and Principal Analyst at Forrester, emphasizes the importance of the customer journey in value creation. Her insights, as presented at the Forrester Technology and Innovation EMEA conference held in London on 12–13 October 2023, highlight that the customer journey transcends transactions. It's a customer’s entire path and perceptions as they pursue a goal. Along the journey value is continually co-created between the customer, your brand, and others in the customer’s value network. She underlines the importance of understanding and optimizing value creation for a superior customer experience

Mapping the fan's path

It is important to note that while customer journey maps the full, end-to-end experience across all touchpoints and paths a customer might take, influenced by the entire value network. In contrast, customer lifecycle stages include awareness, consideration, purchase, retention, and loyalty are specific phases within one of those journeys. Understanding both is crucial for delivering a customer experience that not only meets but anticipates customer needs at each point in their interaction with your products and services.

In mapping the NFL fan’s experience, we recognize it as a dynamic and multifaceted lifecycle rather than a linear sequence of events. Each interaction a fan has with the NFL contributes to various dimensions of value. For instance, engaging with team updates not only provides practical, functional value by informing fans about game day logistics but also enhances symbolic value, fostering a deeper sense of belonging and identity. Similarly, the in-stadium experience is not only about the thrill of the game (experiential value but also about the interactions with fellow fans, such as chanting together or sharing moments of victory, amplifying symbolic value of connection and community.

Measuring what matters

Measuring the fan experience isn't just about post-game satisfaction scores. It involves a set of metrics that capture the full spectrum of the fan lifecycle. To measure and continuously improve the NFL fan experience effectively, we must consider metrics that reflect our four dimensions of value:

• Economic value: Cost of tickets, promotions, and perceived value for money.
• Functional value: Ease of purchasing tickets, accessibility of the stadium, and quality of in-game services.
• Experiential value: Customer service interactions, entertainment quality, and overall game day experience.
• Symbolic value: Sense of belonging to the fan community and the personal significance of the game day ritual.

Feedback loops and continuous improvement

A responsive value network incorporates feedback loops at each stage. For the NFL, fan feedback can prompt enhancements in stadium facilities, concessions, and entertainment. This continuous loop ensures that the fan experience is not only maintained but constantly elevated. When you add partners, this also can add value and should also be explored. They are opportunities for fans spend or create value for the NFL, for example, Fanatics.com is a store where fans can purchase official merchandise that enhance the fans’ symbolic value as being “part of the team”.

The role of technology

In today's digital age, technology plays a pivotal role in optimizing the fan lifecycle. Mobile apps offer real-time updates, facilitate in-stadium orders, and provide platforms for fan engagement. The data collected through these digital touch points offers rich insights into fan preferences and behaviors, as shown in the following figure.

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Aligning with business goals

It is important to align each lifecycle stage with broader business goals. For the NFL, this means ensuring that the fan experience not only drives ticket sales but also builds brand loyalty and long-term engagement.

Echoing Schmidt’s insights, we recognize that the NFL and its fans are partners in creating value. Each game is not just a product delivered but an experience shaped by both the organization and its audience.

Conclusion: Enhancing the fan experience

Understanding and optimizing the customer experience within the value network is not just beneficial; it’s essential. It's a commitment to seeing the world through the fans' eyes and ensuring that every play — on and off the field — is executed with their experience in mind.

In our last piece, we’ll explore how NTT DATA has helped organizations apply these principles to further refine their value networks, creating experiences that resonate deeply and endure.