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Volume 21 No. 1
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Cowboys plug feedback tool into app

The Dallas Cowboys have launched a tool in their mobile application for fans to rate their game-day experience in real time.

The Cowboys partnered with Goodsnitch, a new San Diego technology firm, to develop a feature called Express Feedback. It has its own tab and can also be accessed as part of the Fan Zone tab covering social media connections such as Twitter and Foursquare.

The feature allows fans to comment on 279 aspects of the game-day experience.
Through Express Feedback, fans select their seating section and rate their experience across four primary areas: entertainment, food and beverage, service and staff, and traffic and parking.

Within those four categories is a screen progression to provide feedback ranging from roaming vendors and suite attendants to the music played at AT&T Stadium and the Dallas Cowboys cheerleaders.

All told, there are 279 aspects of the game-day experience to choose from among all categories, said Rob Pace, the owner of Goodsnitch and a former Wall Street technology banker.

“I’ve been working for 10 years on this,” Pace said. “As a consumer, I have always wanted to give feedback to 100 things I care about.”

Pace’s deal with the Cowboys came through his ties with Charlotte Jones Anderson, the team’s executive vice president and chief brand officer, from the Salvation Army. Both have served on the group’s national advisory board.

YinzCam, the developer of the Cowboys’ application, provides its own fan feedback feature for multiple NFL teams, which includes a texting system under the category of “problem reporting,” said Priya Narasimhan, the company’s founder and CEO.

Since 2011, when fan feedback was first integrated into YinzCam applications, the firm has received more than 16,000 personal emails tied to the feature, both on game days and non-game days. The company shares that feedback with the teams.

“A lot of the features in our app have been driven by these fan requests,” Narasimhan said.