It's no surprise that professional and college sports generate a lot of loyalty among fans -- in a very real sense, loyalty defines fandom. Some of the author's juvenile kit included a football helmet, shoulder pads, and boxing gloves. Loyalty to a sports team is like your customers' loyalty to your brand. If you haven't instilled in them a measure of rabid devotion, you're not doing your job. In fact, it may even make your job easier: That loyalty allows customers to deliver a modicum of service to each other without any help from you, and bolsters your ability to provide better service to an audience perhaps more willing to forgive a brief or minor hiccup.
MARSHALL LAGER, MARCH’S CHIEF BALLIN’ OFFICER Pint of View March Madness Are betting pools the office worker’s lottery ticket, or a security blanket? I T ’ S B E E N A W H I L E since we last explored the concept of Team sports generate such loyalty that fans might volun- loyalty on this page. I’m not questioning your loyalty, of tarily break the law to better enjoy a team’s performance. course—it’s always gratifying to have readers tell me they turn They scalp tickets and gamble on games as though either here as soon as their issues of CRM arrive in the mail. Thanks were a right (and maybe both should be, but that’s another for the support; the checks are in the mail, and there’s more to matter)—and they steal from their employers by using work come as long as you keep talking me up to my editors. hours for the gambling and ticket buying. Harsh, but true. It’s no surprise that professional and college sports generate Loyalty to a sports team is like your customers’ loyalty to a lot of loyalty among fans—in a very real sense, loyalty your brand. If you haven’t instilled in them a measure of defines fandom. We—boys especially, but it’s becoming much rabid devotion, you’re not doing your job. In fact, it may more universal—are trained from the crib to root-root-root even make your job easier: That loyalty allows customers to for the home team; after all, if they don’t win it’s a shame, deliver a modicum of service to each other without any help right? Holidays and weekends are filled with sports on TV, dis- from you, and bolsters your ability to provide better service cussions of sports by our older siblings and relatives, and even to an audience perhaps more willing to forgive a brief or tickets to games. Kids’ early memories are cluttered with cute minor hiccup. little uniforms, as well as cute little balls and bats and other Since it’s March now, let’s focus on one particular sport: sports equipment. Some of my juvenile kit included a football college basketball, and the NCAA’s annual championship helmet, shoulder pads, and boxing gloves. The helmet was tournament known as March Madness. At any business for the New York Giants, but the boxing gloves helped lead with more than one staffer, there’s a fair chance me to a lifelong fandom for the Oakland Raiders. (A there’s a betting pool going. You probably know the casual examination of the Raiders’ annual penalty yards guy (or girl) passi
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