SBD/28/Franchises

GOTTA KEEP THAT TOUCH: MAGIC IMPROVE CUSTOMER SERVICE

     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).
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