Chris Minch, a Real Salt Lake season-ticket holder, issued a complaint at the team’s recent town hall meeting for fans. Minch pointed out that customers could buy all kinds of diet soda at RSL games at Rio Tinto Stadium but not Diet Sierra Mist.
Ross Quigley, an account representative for the team, promised Minch he would look into a solution for her. Minch figured her request would be forgotten. But prior to RSL’s 2-1 win over New England on May 5, Quigley purchased a six-pack of 20-ounce Diet Sierra Mist, personally delivered it to Minch and informed her that for future games the brand would be available at the concession stand closest to her seats.
The story is typical of the customer service throughout the soccer club. The efforts of the MLS franchise to satisfy fans are so notable, in fact, that they are spotlighted in the recently published book, “All In” by Adrian Gostick and Chester Elton (Free Press). The book has the subheading, “How the Best Managers Create a Culture of Belief and Drive Big Results.”
By optimizing customer service at every level of the organization under the direction of club owner Dave Checketts and President Bill Manning, RSL has seen big results. Since Manning, formerly vice president of sales and service for the Philadelphia Eagles, was named team president in March 2008, the team’s season-ticket base has doubled to more than 8,500 and merchandise sales have exceeded $1 million. Rio Tinto Stadium opened six months after Manning’s arrival.
