“When I joined the company, we thoroughly researched available options for software designed to provide a first-class customer experience with comprehensive sports facility management capabilities. In that review we made the decision to replace our existing solution with the Dash Platform.”
What was standing in the way of having life-cycle customer experience management capability?
They had information, but not a full picture of how to most effectively engage their customer base. To that end Matt and his team began to research solutions that would allow them to round out their understanding and have the ability to engage the market more profitably.
Cindy Frazier, Programs Manager for Ice Management LLC, the parent company of Great Park Ice and Five Points Arena, along with other facilities throughout southern California, has a long history with the company. Looking back over her 23-year tenure she knows first-hand the power of technology to manage the facility for better outcomes. Along with Matt, she recognized the need to add to their customer insight and engagement capabilities.
In early 2019, they chose the Dash Software Platform to replace their existing solution. Dash was implemented first at Great Park Ice and Five Points Arena, and is being rolled out to all other facilities under their umbrella with an estimated completion date of spring, 2020.
Today, at Great Park Ice and Five Points Arena, Dash is used for all booking, scheduling, registration, and check in for sessions. It is a full facility management program. Once fully implemented, Matt and Cindy will have access to customer profiles that span all facilities and all uses.
Imagine a customer who is a hockey player, with a daughter learning to skate, and a teenage son who plays in a league. The entire family and all their records can be unified, presenting a picture of who uses the facilities, what they use them for, their preferred days and times, and what represents the best opportunity for cross sell. With such in-depth customer insight, it’s possible not only to simplify registration, payment and family scheduling, it’s also possible to develop loyalty programs and maximize revenue opportunities.