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Fan Experience Forum

PREVIEW: Cardiff City FC – Using the Customer Experience as a Catalyst for Growth

The best way to get your customers to come back to your venue is to offer them an unrivalled experience when they are already there.

That’s been the philosophy at Cardiff City FC. Since moving to the new Cardiff City Stadium in 2009, the club has been a beacon of best practice in fan engagement and customer experience management.

Winners of the Customer Experience Award at TheStadiumBusiness Awards 2011, Cardiff’s journey started with a focus on families; last year the club’s Commercial Director Julian Jenkins joined the programme at the inaugural Fan Experience Forum to explain how the club had introduced a number of key incentives and activities designed to appeal to families of all ages.

And, this year in Manchester (5 June 2013), we’re delighted to welcome Julian back to detail how, informed by extensive research and fan consultation, the club’s fan experience strategy continues to evolve.

“Customer experience is a journey and not a destination,” comments Julian.

“At Cardiff City FC, we will continue to work with our customers to deliver the best matchday experience. This approach has once again proved highly successful within our corporate areas as the revenues continue grow.”

In video: Join the Journey
Courtesy: Cardiff City FC

Hosted at Manchester City FC’s Etihad Stadium on 5 June, Fan Experience Forum 2013 will explore the latest trends, winning strategies and business ideas to enhance the fan’s event experience.



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About the speaker:

FXF13-Jenkins Julian Jenkins has been working within the Football industry for over 15 years – both on and off the pitch. An apprentice footballer who sustained a serious knee injury an early age, Julian has over 15years experience in the Football Industry. He has also worked in sales and sponsorship both in the public and private sector. It is this experience that has given him the vision and passion to deliver a customer centric experience with the ability to monetise the transition and maximise the commercial opportunities.

Julian joined Cardiff City Football Club in 2001 as Head of Media & Communications, prior to setting up his own company. After two years self-employment, he returned to his role at Cardiff City Football Club, before taking on his current position as Commercial Director. He has won a number of awards nationally, with international recognition for innovation and excellence in his field.

Julian’s customer-centric approach recently saw Cardiff City awarded the Football League’s prestigious Family Club of the Year award for the 2010/11 season. Raising the profile of the Football Club to this standard has been his biggest challenge to date, much of his efforts pulling the Club away from its clouded past to one that now offers a customer experience that is renowned for best practice.

These experiences – and invaluable lessons learnt along the way – have provided Julian with a superb grounding in an often volatile and political industry sector. Turning the historical perception of Cardiff City into the reality of a club who excels in the fan experience, is great testament to someone who has worked hard to achieve what some said was almost impossible during the early stages.