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South Sydney Rabbitohs is using NPS to turn fans into members through a fan-first approach
About South Sydney Rabbitohs
The South Sydney Rabbitohs is a powerhouse in Australia’s National Rugby League (NRL). Founded in 1908, they’re one of the oldest teams in the league. Traditionally rooted in the working-class suburbs of inner-south Sydney, the Rabbitohs boast a rich history and have built a dedicated fan base that stretches throughout New South Wales and beyond.
Sydney, Australia
B2C
Industry
Sports Industry
Use Case
Customer experience
"Getting to know what our members want was our goal, and SurveySparrow aided us in achieving it very well. The user-friendly and intuitive interface made it easy for us to collect feedback from our members and fans. It provided a single source of truth with detailed reporting using real-time feedback. We saved a lot of time and could serve our members better."
Vicky Gerogiannis
Digital Marketing and Insights Manager, South Sydney Rabbitohs
Goal
As with any sports club, the Rabbitohs have always prioritized their members. They wanted to improve their overall experience to bring them closer to the club they love. To achieve this, the club sought to understand what their members truly felt about their experience and make swift improvements.
This would help fans become more engaged with the club, attend more matches, and make the Rabbitohs website their first stop for news and updated, behind-the-scenes content & official merchandise. And turn fans into members who could enjoy a host of benefits.
Challenges
To get the ball rolling, the Rabbitohs tried various platforms to understand the members’ experience. However, those tools were either too expensive or lacked sophistication. Handling the feedback data almost put the Rabbitohs on the back foot, as the platforms consumed a lot of time and resources.
This had a major impact on achieving the club’s goals. Therefore, the search for a sophisticated platform to improve the member experience continued.
Solution
In pursuit of delivering a better member and fan experience, the Rabbitohs chose SurveySparrow as their perfect CX platform. SurveySparrow hit the spot by matching all the requirements the Rabbitohs were looking for.
The platform provides easy-to-build surveys with a simple UI at an affordable cost. The Rabbitohs were able to collect member reviews through channels like Emails, SDK for the App, Embed on the website, and many more.
With the executive dashboard as a single source of truth, the Rabbitohs were able to identify trends, understand fan sentiment, and make data-driven decisions quickly. They were able to create custom apps that could seamlessly fit into their existing business tools and transfer data easily. All the feedback collected was effortlessly integrated with the Rabbitohs’ existing business tools, streamlining workflow and improving operational efficiency.
Result
100% completion rate
Improved member experience
Increased Net Promoter Score
The Rabbitohs’ success went beyond a 100% completion rate and improved NPS. They were able to collect feedback through multiple channels, providing valuable insights for the club to work upon. This way they transformed fans into loyal members through a structured fan journey.
The platform effectively measured NPS to gauge loyalty and helped curate a top-notch fan experience at every moment. And it didn’t just stop with NPS. Additionally, they tracked more critical metrics like customer satisfaction (CSAT) to gauge the Happiness Index using SurveySparrow.
The Rabbitohs also used various other surveys to cater to activities like fan competitions, members’ market research, sponsor market research, and many more.
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