How ANZ Stadium’s CMO is using customer insight to drive member retention

GM of marketing and membership talks through the insights and the actions taken in the name of customer retention

The rise of customer-led marketing has thrown a very big spotlight on ways brands not only acquire customers, but also retain them.

Understanding how to keep the returning consumer happy is no less a priority for ANZ Stadium’s CMO, who embarked on a two-year strategic member insights and engagement program in order to better understand its members and the services and digital offerings that will keep them coming back and spending more.

ANZ Stadium’s outgoing GM of marketing and membership, Melinda Madigan, told CMO the venue introduced a formal two-year strategic member insight and satisfaction research program in September 2014 in order to identify key retention indicators that could drive future creative and marketing efforts. The group has 17,200 members.

“Member retention is one of my strategic priorities for the stadium and although already quite high at 92 per cent, we wanted to minimise any unnecessary churn,” she said.

Madigan’s plans kicked off with an online member profiling study, focusing on levels of membership utilisation, member attitudes and behaviours in relation to entertainment and lifestyle preferences, attitudes to new products and services, as well as needs and expectations from membership. This was followed closely by an online member satisfaction research piece, as well as benchmarking studies throughout 2015.

Madigan joined ANZ Stadium in February 2013.

Having undertaken many consumer research programs in the past, Madigan said her first objective was to ensure ANZ Stadium had the right strategic research partner. She selected Sweeney Research (now EY Sweeney), then conducted workshops to scope out the venue’s research needs.

To ensure organisational buy-in to any future membership programs and investments off the back of the research, Madigan also presented key findings to her executive team post each phase of activity.

A key factor driving the potential for member renewal is convenience/ease of use, or what Madigan described as “functional loyalty”. Importantly, it’s this insight that’s seen marketing spearhead a raft of new member engagement strategies and services across ANZ Stadium.

One of the more established digital offerings to be overhauled was online ticketing. In 2013, following the relaunch of the new-look ANZ Stadium website, the venue had developed a dedicated ‘members concierge’ portal, housing its online ticketing platform, Memberlink, which was created in partnership with Ticketek.

Following the members insights research, Madigan and her team made a number of Memberlink changes over the past 12 months, particularly around transactions such as booking events, dining and parking.

“The phase one upgrade has seen positive results and we are currently working on phase two, which will feature a new interface design and additional functionality including delivery of tickets via email and SMS, enhanced reporting and improved third-party CRM integration,” Madigan said.

As proof of phase one’s success, she said membership visits were up 40 per cent in the first three months of its launch compared to the previous three-month period, with unique users up 37 per cent. Overall, membership enquiries through the website also increased by 46 per cent.

In August, ANZ Stadium launched a members’ e-calendar that syncs new events, event updates and reminders with personal electronic calendars. The service is free to members and once subscribed, automatically adds any new events, event updates and reminders to their calendars.

As a complement to online, ANZ Stadium created an onsite Members’ Concierge in March, coinciding with the first round of the NRL season. As well as everyday services, such as membership renewal, assistance with event bookings and special event-day offers and value-adds, there is also exclusive member merchandise, member fan passes and mobile phone charging station.

In addition, ANZ Stadium piloted a member-exclusive event day courtesy shuttle and members’ VIP entry in July.

“As part of the trial, this service was communicated to a targeted segment of the membership and dedicated customer service team handed out cards inviting members to email any feedback or to speak to the Members’ Concierge,” Madigan said. “The feedback was overwhelmingly positive and this has become a permanent service exclusive to ANZ Stadium members for all events.”

A more recent service addition, also resulting from member feedback, is the introduction of fresh food outlets exclusive to members in September, providing a broader selection and healthy choice items based on season and demand.

Thanks to these service-based customer engagement efforts, Madigan said member satisfaction indicators have risen by 10 per cent year-on-year.

“Unsolicited feedback has been strong, with retention also up year-on-year,” she said.

Melinda Madigan was selected as one of CMO’s inaugural CMO50 for 2015. You can read her full profile, including her insights into the role of CMO and her data-driven marketing strategy in our CMO50 portal.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

What does the CMO of 2017 look like?

The marketing landscape continues to evolve, and leading marketers are working hard to ride the wave. So what does it take to stand out from the pack?

Andrew Haussegger

Co-founder and CEO, Green Hat

The real asset of small data – getting granular unearths opportunities

When most marketers use the word ‘data’, what springs to mind are large sets of numbers, Excel spreadsheets, cloud-based IT systems and complicated algorithms. Big data speak is the mot du jour. There is even a big data Week in London called the Festival of Data.

Pip Stocks

CEO and founder, BrandHook

Digital Transformation challenges for CMOs

New problems are rarely fixed by applying old thinking. In the last decade, a combination of circumstances has evolved that requires new thinking from marketers. This new thinking takes advantage of the digital environment and transforms business as we know it.

Mark Cameron

CEO, Working Three

Blessing of new technology we are enjoying the latest products. We could not imagine that we will get in the future these kind of product...

Ernest S. Bull

10 examples of cutting-edge marketing tech - Slideshow - CMO Australia

Read more

it is natural that agriculture needs innovatons. I'd say that it's a must. by the 2050 there will be 1/3 more people on the planet and no...

mariobros77

How a new digital and data strategy for agriculture is helping farmers innovate

Read more

Need to improve your customer journey? We're excited to announce that we are holding that we are holding two more sessions of our sellout...

Proto Partners

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Thanks Mark. A third of customers leave brands after one negative experience, thats why it is ever so important that we optimise EVERY in...

Proto Partners

Customer journeys: The new differentiation battlefield - Customer insights - CMO Australia

Read more

Hi Kyle -- great piece. I couldn't agree with you more when you say that we as marketers are in the business of choice. I actually wrot...

Matthew Willcox

Tapping behavioural science for consumer influence

Read more

Latest Podcast

More podcasts

Sign in