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GOTTA KEEP THAT TOUCH: MAGIC IMPROVE CUSTOMER SERVICE
Published August 28, 1995
In today's ORLANDO SENTINEL, Gene Yasuda reports that the Magic hired "professional shoppers" before the end of last season to critique the team's customer service. Magic VP of Marketing and Administration Cari Coats: "We were above average in customer service, but there was clearly room for improvement." Magic execs have assigned employees to one of eight groups charged with evaluating "customer groups": players, employees, media, season-ticket holders and fans, broadcast viewers and licensees, sponsors, retail customers, and community groups and organizations. Coats: "We're asking each of the groups to give us satisfaction or quality indicators -- the five or 10 items that are most important to them." According to Coats, the Magic will track how well its employees meet the customer-specific standards established for each employee group, and annually repeat the process. In addition, Magic executives plan on "evaluating other NBA teams and corporations" -- such as Disney World, Ritz Carlton Hotels, and Nickelodeon -- "to siphon their expertise in certain business areas and apply it back home" (ORLANDO SENTINEL, 8/28).