Fan-Centric Frontline Service Starts at the Top | with Ruby Newell-Legner
Brand to Fan Show Ep27
Join host Lauren Teague as she talks with visionary leader Ruby Newell-Legner about creating lasting connections and the power of fan-centricity. Learn how to bridge the gap between executives and frontline staff to create a fan-centric culture that delights customers and builds loyalty.
Episode 27:
From Fan-Centricity to Business Sustainability: Key Takeaways to Thrive as a Growth-Focused Service Business
Why does something get added to our bucket list? The inspiration to do something cool or that's seemingly out of reach? Maybe for most of us, it doesn't originate in our imagination. It's usually spurred on by hearing or seeing someone else's experiences.
You have heard me say on the Brand of Fan Show that fandom starts with an invitation that leads to a new connection. The most impactful invitations are the ones that are offered by friends and people who we trust, and those are usually based on their personal experiences.
Maximizing the impact and the personal touch on individual interactions is the calling card of today's guest, Ruby Newell-Legner.
The Power of Invitations: Friends and Trusted Individuals
It all starts with an invitation. Consider leveraging your existing network to create a buzz around your business. Personal recommendations hold immense power in building trust and attracting new fans.
You already have fans among your customers, clients, and employees. The next step is to transform them into brand advocates. Cultivate relationships with them and make it easy for them to share their positive experiences with others. Harnessing the power of word-of-mouth can be a game-changer for your business.
Leading from the Frontline: A Distorted View
Many leaders in sports have a distorted view because they have worked their way up from the front line to the top. This tradition often leads to leaders being focused and preoccupied, not stopping to engage with frontline employees. Remember that your team looks up to you for guidance and inspiration.
Take the time to interact with your frontline staff, showing appreciation and interest in their work. By setting an example of engaged leadership, you can inspire your employees to provide exceptional customer service and care. Remember, how you treat your staff directly impacts how they treat your customers.
Short Staffing and Proactive Training
Short staffing is a common challenge businesses face, especially in the post-COVID-19 era. Hiring and training enough event staff can be a struggle. Consider investing in on-demand training methods to equip your new or temporary staff with the basics quickly.
Providing a pleasant experience for your staff contributes to their job satisfaction and can increase the likelihood of them staying longer or becoming long-term team members. Remember, their happiness and the right tools are essential for building a sustainable and loyal workforce.
Embracing Technology While Maintaining Human Connection
The pandemic accelerated the shift towards touchless systems and automation. While these advancements provide convenience and safety, service organizations must strive to maintain the personal touch that brightens someone's day. Remember that friendly and kind customer service depends on well-trained staff.
Explore surprise and delight strategies that can genuinely engage your customers. Even with technological advancements, your human touch can make all the difference. Seek harmony between innovation and personal connection.
Building Actionable Affinity on Your Front Line
Cultivating affinity, loyalty, and trust is paramount in the ever-evolving business landscape. By applying the insights we discussed with Ruby Newell-Legner, you can deepen your connection with your customers and build a strong fan base for your brand. You shape your business's culture and create exceptional customer and team experiences.
Are you leading from the front lines, setting an example for your team?
Are you harnessing the power of personal connections to build your fan base?
When was the last time you actively sought out customer input?
Your ability to embrace fan-centricity will ensure the sustainable growth of your business.
“Your staff will treat your customers like you treat them.”
The Guest: Ruby Newell-Legner
Meet Ruby, a visionary leader with an exceptional track record of inspiring service excellence globally. With a remarkable 29-year journey, she has shaped service cultures for executives, managers, and customer service teams in an astonishing 1695 sports, leisure, and entertainment facilities worldwide.
From the bustling streets of Denver to the abundant landscape of Dubai, Ruby's expertise has touched more than just agencies; she has lent her invaluable insights to 104 amusement parks, family entertainment centers, waterparks, and 67 professional sports teams.
Ruby's passion lies in fostering unparalleled employee motivation, loyalty, and retention within and beyond organizational borders to customers. Her impact is felt in launching 45 new leisure facilities across 25 countries, including renowned destinations like Ferrari World, Ski Dubai, and Perfect Day at CocoCay.
A trailblazer in her field, Ruby once held the prestigious position of President at the National Speakers Association from 2015 to 2016. Currently, she stands as the President-elect for the esteemed Global Speakers Federation.
WHERE TO FIND RUBY:
Connect with Ruby on LinkedIn
Learn more about 7 Star Service on her website
TL;DL (too long; didn’t listen)
My real-time notes from the conversation with Ruby Newell-Legner
Took ten years to understand how to market to leagues so they could help her market to teams; volunteered to get involved in the NFL, which increased her visibility.
Has worked with front-line staff all along—grew into working with managers, supervisors, and executives.
If execs aren’t treating employees how they want them to treat customers, there’s a massive disconnect in how front-line staff understand the organization's culture. Your staff will treat customers like you treat them.
Everyone in the building has to be fan-centric!
TB Lightning — you haven’t invited your employees to be part of the experience!
Cycles of Service: specific details orchestrated to deliver the experience to the audience/customer.
Identify the Cycles from the customer perspective / Action based
Set standards for each step in the cycle — hiring & training
Break down the silos across business groups
Associations need to build community — generosity, striving for excellence, and trusting.
Also, listen to your members; discover what they need when you hear well
Companies are short-staffed, especially for front-line service and temporary staff. Create on-demand training that helps new employees who have a short learning curve.
Employees will stay when they are happy with their jobs and have the tools to do their jobs.
Touches and contactless reduce our opportunities to provide a high-touch and kind interaction, but what if we utilized that headcount in surprise and delight or other high-touch areas that need more smiles?
Know about your fans — fans will tell you what they want if you listen.
In this Episode (Time Stamps):
[00:00:01] Introducing Ruby Newell-Legner, a visionary leader of service excellence..
[00:05:02] Frontline to the executive: the importance of customer service.
[00:06:43] Why Leaders should engage with frontline employees.
[00:11:49] Excitement for favorite team's playoff experience diminished by wrong colors in stands.
[00:14:05] Tampa Bay Lightning case study: 10,000 jerseys distributed; positive fan experience.
[00:17:03] Customer's perspective: Cycle, standards, list, training, adjustments, collaboration
[00:26:19] Revamped arena benefits successful WNBA Seattle Storm.
[00:28:27] Short staffing affects businesses, restaurants, and venues. Challenges include hiring and training temp staff. Online learning helps with basic training. Positive experiences lead to longer employment.
[00:31:42] COVID-19 accelerates touchless experiences in venues.
[00:35:10] Interactive rooms at Meow Wolf showcase memories and promote togetherness.
[00:38:59] Listen to fans, engage, ask, listen/
[00:41:27] Ruby’s favorite fanwear includes a cherished customized Lightning jersey.
[00:44:05] TL; DL Moment: Listen to the real-time conversation recap with Ruby Newell-Legner.
WHAT IS YOUR FAVORITE FANWEAR ITEM?
I listened to Scott Stratton's interview and he said that he had a replica ring and he was the first one to share that with that. I have a replica ring that the San Antonio Spurs gave from the 2014 championship after I did their training, and that is very special to me.
But that answer has already been used.
Definitely my jersey from the Tampa Bay Lightning. Having gone through the process and taking that through their transformation, I wear that jersey with pride. There's no way I would give it away. I just feel very special when I wear it.
My husband has one too, and we had it customized. I'm number one and he's number two, as it should be.
Show Credits
Brand to Fan Show is produced by Teague FC and supported by FanWagn
Audio production by Bryan Griggs / Griggs Production
Producer: Kimberly Voorhis
Video Editing by Garrett Teague
AI assistance from Pictory.AI and CastMagic
And I’m your host, Lauren Teague.
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