Rogers Cup Fan Experience

A business challenge of growth through audience acquisition, encourage repeat in-week visits as well as year-over-year and increase audience engagement time on site. By identifying the 3 most important audience segments, we can create a "Current State" journey map to illustrate what the audience thinks, does, and feels as they interact with the event.

Customer journey mapping and service blueprinting identified which experiences on the journey mattered the most in balancing audience satisfaction with business profitability. The map highlighted existing pain points, which determined the strategy and drove incremental improvements to the human experience.

Results

• Elevated the audience experience by addressing existing pain points.
• Increased audience engagement time on site through refined services and sponsored programming.
• Decreased operational costs by creating sponsored permanent structures.