The Melbourne Cricket Club (MCC) has achieved global recognition for its customer service for the second year in a row, winning the coveted 2019 International Service Excellence Award in the Medium Business category.
The 2019 accolade follows on from the Club taking out the 2018 International Service Excellence Award in the same category at the awards last year. Recognised as the world’s foremost customer service awards, the MCC’s back-to-back wins centre on the innovative CARE customer service program implemented by the Club, stadium manager of the MCG, throughout the iconic venue.
An acronym for four key behaviours – courtesy, anticipate, respond and efficient – the CARE program has driven significant enhancements and improvements to the visitor experience since it was introduced in 2016.
In 2019 the program focused on consistency and consolidation, with key initiatives including:
• Upskilling more than 950 event staff members with new CARE Plus training
• Extending the CARE Squad, a dedicated group of event day staff focused on assisting visitors to the MCG
• Updating the MCG app and the in-stadium WaitTime technology based on customer feedback
• Extending the Traveller’s Aid program, which supports patrons with mobility challenges getting to and from the stadium
• Installing new LED signage at each MCG gate, in order to provide real-time queueing updates for patrons
• New PA sound system to improve the audio experience across the stadium
As a result of the CARE program, customer satisfaction has increased year on year, by 12 per cent in the MCC Reserve and 10 per cent for general visitors to the MCG in the last three years.
MCC CEO Stuart Fox said the back-to-back accolade was fantastic accomplishment for all the staff and MCC partners who bring the CARE program to life on a daily basis.
“Customer service is a pivotal part of what we do, so to be recognised for the second year in a row at a global level is an incredible achievement, and a true testament to the dedicated team effort that goes into making every MCG experience special.
“When visitors step into the MCG we want them to feel they are stepping into greatness – not just because of the scale and history of this iconic venue, but because of the experience they have at every touchpoint, from finding their seats to heading home.
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