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Ron Higgins, Principal, The Wren Group --- CSG is a good illustration of the benefits of taking a disciplined, systematic approach to assessing and improving the business side of the organization. Following three years of concerted effort, the implementation of a performance management program has resulted in across the board improvements in all of the key business metrics. These results represent changes that occurred from September 2004 to present.

Customer Satisfaction

Cyril Leeder, Chief Operating Officer, CSG --- Feedback from the initial series of customer focus groups identified two chronic service problems. Fans were not happy with the length of lineups at concessions and were annoyed with the parking, especially when exiting a game. Parking and traffic flow studies have concluded that it is not possible to satisfactorily alleviate the congestion until highway 417 is widened.

The Wren Group worked with the Aramark team to assist in the identification of opportunities for improvement. This has resulted in reduced wait times at the concession stands and provided an increase in revenue due to the concessions’ improved efficiency and productivity.

Follow-up surveys following this improvement provided positive feedback from the customers.

  • 10% improvement in fan and community perception of the team and organization

  • 5% increase in customer retention (season ticket and corporate sponsors)

  • 25% increase in season ticket holders

Financial Improvement

Cyril Leeder, Chief Operating Officer, CSG --- One of the foundational components of this program, the strategic planning process, has caused the leadership team to have a renewed focus on the strategy of “creating fans for life”. As a result we were driven to look at our service delivery processes from a different perspective --- to create the ultimate fan experience. This has had a significant positive impact on our financial results and customer satisfaction levels.

Prior to implementing the performance management program, CSG was focused on hockey operation’s revenues. After conducting an environmental scan, we were able to identify and assess all of our revenue opportunities including food and beverage and non-hockey events such as business meetings, conferences, and entertainment. This too had a positive impact on revenue and profitability.

As a result, CSG has experienced:

  • 33% increase in ticket revenue

  • 29% increase in total enterprise revenue

  • 200% increase in profitability

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