Having identified an opportunity to focus on and strengthen our customer service throughout the stadium, the MCC launched its CARE at the ‘G customer service program earlier this year to event staff and key partners.
At the centre of the program is a simple objective – to move from providing good customer service to great customer service, at every event, all year round.Using feedback from members, patrons and staff about what is important from a customer’s perspective, the club has identified four key behaviours that go a long way to shaping a customer’s experience.
In short, this includes ensuring our staff are friendly and welcoming, that they show care and help those in need and take ownership to resolve a situation or problem and finally, have the required knowledge to be able to answer likely questions. With this philosophy in mind, CARE was born.
More than 950 MCC event staff and supervisors have participated in a tailored customer service training program throughout the recent AFL season. This has been a significant undertaking, but one that has been well worth it. Every staff member is now fully trained in the CARE customer service philosophy and has genuinely embraced the initiative; such is their pride and passion for both the club and the ground.
Another new concept – the MCC CARE squad - features roving, on-the-spot customer service staff. Their objective is to roam around the stadium, seeking out those who may need assistance either to find a seat, a gate or simply to know where particular amenities or facilities are located.
A range of additional tools and information has also been provided to each event staff member to assist them with their knowledge of the ground. Among them is a series of palm cards that are an easy reference with information regarding every seating bay and the nearest facilities.
The CARE program is still in its infancy and has been a large focus during the recent AFL season. A CARE “Wall of Fame” has been introduced to share our customer feedback with our staff, which provides the club with a great way of recognising our staff for excellent service. We have also introduced a program to recognise our staff “in the moment” when we observe them caring for and helping customers.
“The club undertook a large amount of customer research during the AFL season, which helps us to understand what is working well, and equally, what can we continue to improve upon,” said MCC general manager, people and culture, Donna Price. “These insights have been shared internally and a number of teams are working on future improvements based on customer suggestions for the year ahead.”
During this cricket season, the focus on service will continue and will see the introduction of the next intake of event staff, all of which will be trained in CARE as part of their induction program. Our partners, particularly Epicure, Securecorp and Event Aid - remain central to this program and have introduced the CARE philosophy into their training to ensure customers are receiving a consistent experience.
Whilst it remains a work in progress, we have seen some positive indicators. Customer service is the central pillar of the MCC’s current strategic plan and it is with this in mind that this program will ultimately touch all parts of the club, from our event staff, permanent staff, volunteers, tour guides and our partners.
The CARE program is a three-year undertaking, sitting alongside other key projects such as embedding effective safety and security measures; and technology initiatives relating to speed of service, particularly with respect to food and beverage distribution. We hope that all members and visitors notice and experience our commitment to customer service when visiting the ‘G.