FC Seoul was about to surpass 400,000 cumulative spectators for the first time, followed by ‘52g’
FC Seoul is leading new changes as a club that led the K-League’s spectator culture. We have jumped into the path of going beyond simply watching soccer games and providing customized services tailored to the tastes of fans.
Seoul started with the question, ‘Who are our customers (fans), and what kind of experience do they expect from Seoul?’ and established a CRM (Customer Relationship Management) system to carry out effective marketing activities through detailed customer management. A project is underway to promote .
Not only did the club’s employees butt heads with each other, but also cooperated with ’52g’. ’52g’ is an abbreviation for ‘5pen 2nnovation GS’, meaning that it is an innovative organization that creates a sustainable future for GS Group, the parent company of FC Seoul. ’52g’ started as a small community in 2020, and has now formed a large crew with employees from each affiliate voluntarily participating. The main task is to convert field and field work methods to digital and share them with executives and employees. Seoul club employees have also become part of the ’52g’ crew to increase their capabilities in fan data and are redefining the club’s project tasks from the customer’s perspective.
In order to provide differentiated customized services, Seoul first defined the characteristics and standards of customers through surveys, interviews, and member data for each game. Through our own database, we discovered that the highest proportion of ticket purchasing age groups were those in their 20s (31%) and 40s (25%), and that 1.7 additional adult tickets were purchased per child. The proportion of female fans also increased from 27% in 2019 to 32% this year. In line with this, the club conducted on-site soccer classes for children, advertisements for apartments in Seoul, and promotional activities for 스포츠토토elementary schools in Seoul. For example, if a specific fan wins when watching on a rainy day, we share memories of that time with that fan and pay attention to details to encourage repeat purchases.
We then designed a differentiated experience that customers wanted. This is the stage to understand what difficulties fans have when watching the game. In order to strengthen customer CS, which has been conducted only by phone at the club office, we are listening to customer opinions by creating a chat-type inquiry window through the website and app so that customers can ask questions to the club at any time. If you access the club’s website, you can see the ‘Contact Us’ button at the bottom right. It is a real-time consultation service called ‘Chatbot’. It says, ‘You can receive an answer within a few minutes.’ Through the ‘chatbot’, various ‘complaints’ such as lack of women’s restrooms and uncomfortable convenience store queues poured in. Seoul worked to solve the convenience store problem digitally through collaboration with GS Retail. Although we cannot solve all problems right away, the data collected in this way serves as a spark for positive change. Internally, the club formed the Fan Experience Team – FXT (Fan eXperience Team) in 2023 to define customers in Seoul from the second half of 2022 and resolve fans’ inconvenience in viewing.
A Seoul official said, “We are explaining these opinions through dashboards and sharing sessions so that all executives and employees can quickly view them and come up with solutions. Through the project process, Seoul is internalizing the ability to look at customer opinions in a new way and grow based on data. “There is,” he said.
In Seoul, the ticket repurchase rate for the 2023 season was found to be close to 25%. With the goal of achieving a repurchase rate of 30% in the future, we are testing services such as convenience store pickup service, Seoul Secut, AR photo card, and strengthening events at the North Plaza. There is nothing you can achieve without trying. As of the 29th round of ‘Hana One Q K League 1 2023’, Seoul is the only club in K League 1 with an average attendance of 20,000 (21,941), and is on the verge of exceeding 400,000 cumulative spectators (currently 329,116) for the first time in history. There is a reason for everything.
FC Seoul is leading new changes as a club that led the K-League’s spectator culture. We have jumped into the path of going beyond simply watching soccer games and providing customized services tailored to the tastes of fans. Seoul started with the question, ‘Who are our customers (fans), and what kind of experience do they expect…