When the Warriors moved from the Oakland Arena, their home base for 47 seasons, to the brand new, state-of-the-art Chase Center in San Francisco, they saw an opportunity. As the owner and operator of the new building, the Warriors now had an unprecedented chance to create a compelling fan experience—and they planned to exceed expectations.
With the transition to a new building and new city, the Warriors evolved from just a basketball team to a diversified entertainment company, overseeing concerts, festivals, shows, and beyond. Holding more events than ever meant more opportunities to delight their customers.
“We’re in the business of delivering memorable experiences,” said Brandon Schneider, Warriors Chief Revenue Officer. “In order to turn someone into a fan, you really have to create this phenomenal experience. The game or concert are what drive people to Chase Center, but the incredible experience is what keeps them coming back.”
They didn’t take this responsibility lightly. The Warriors knew if they were going to deliver the best fan experience possible, they would need to keep a close eye on their customers’ expectations and desires. Schneider added, “It is critical that we are able to get a pulse on what fans care about and understanding our market so that we can optimize the fan experience, and really differentiate our venue from all the other entertainment options that are out there.”
Ever the data-centric company, the Warriors began looking for a sophisticated survey solution that could support the numerous in-depth research projects they had planned.
Fan feedback guides business strategy to ensure success
Having successfully used SurveyMonkey for over 5 years, the Warriors selected SurveyMonkey Enterprise to keep a pulse on their fan experience and gather regular feedback for a number of important initiatives.
Schneider and team quickly got to work using the solution to gather input from fans, from their email content preferences to what they wanted the in-game experience to look like. Staying in lock-step with their customers’ preferences wasn’t just about getting new ideas for the arena—it was also the best way to be certain their business strategy and investments would drive results.
With the unveiling of their brand-new arena, the Warriors realized their website could use a fresh take as well. So they deployed Usabilla by SurveyMonkey, a leading app for gathering in-the-moment digital feedback, to give their site a facelift based on user input. With Usabilla, the Warriors have responded to user feedback by creating a more user-friendly experience for their customers with a streamlined navigation, enabling site visitors to locate the content they’re looking for more easily, without having to dig around.
The combination of using SurveyMonkey Enterprise to interact with existing customers and Usabilla to measure digital experience enables the Warriors to get an end-to-end understanding of their customer experience, from the moment a potential buyer visits their website until they exit the arena post-game.
One of the most powerful things about SurveyMonkey is its versatility. It's not just useful for one vertical or one area of the business. It's something that we can apply for all of our partners through all aspects of our business.
Some of the feedback has surprised the Warriors, highlighting the often unexpected insights that can only come when gathering feedback at scale.
For instance, an in-game experience survey revealed that fans weren’t as invested in halftime performances as they’d assumed, instead using this time to walk around the concourse, buy food, and use the restrooms. As a result of this feedback, the Warriors have introduced roaming jazz bands and set up several new activations around the concourse for fans to explore. Another survey revealed the Warriors’ fan base was interested in more inclusive performances. In response, the team introduced alternative dance teams including junior, senior, and co-ed squads.
New discoveries and actionable insights boost the fan experience
Rather than sticking to the same tried and true tactics for engaging fans, the Warriors were ready to break the mold. Using SurveyMonkey to keep a pulse on what customers care about, the team has successfully introduced new performances, new concourse additions, and a recent rebrand. By challenging their own assumptions and relying on data rather than hunches, the Warriors have been able to pivot their strategy with confidence.
Whether to confirm a hypothesis or discover new ideas, gathering regular feedback enables the Warriors to steer their business in the right direction, grounded in data.
Today, with basketball arenas shuttered across the country due to COVID-19, Schneider and his team are already thinking of ways to leverage feedback to determine what the future of live events will look like, when the time comes to reopen.