All rugby clubs and associations strive to grow their memberships, to find more sponsors, to attract more supporters and to sell their ‘inventory’ such as their events, merchandise and facility hire. The customer experience that the new customers receive, especially when they first meet the club, will determine whether they decide to stay with the club or not. This could be the first person they speak with or the image the website projects.

While the club is attracting new customers to the club, it should also focus on retaining its existing loyal base who spend money there every year and are great advocates for the club.

The following sections are developed in the PDFs that are available to download below:

• What is meant by the customer experience?
• The challenges faced by Community Sports Clubs
• Points to consider when developing a Customer Experience strategy
• Building a Strategy