Jon’s at it again – off to the match!! But what business lessons has he picked up from Wales and UEFA?

After waiting all my life to follow Wales in a major tournament, I finally got to go to the Euros in 2016, following them around France all the way to the semi-finals. And, after Tuesday night, it looks like I might be doing it again!

But Euro 2020 actually shows two extremes of how to treat a loyal customer – the good and the bad!

Firstly, the bad one. UEFA, who seem to forget sometimes the actual fans are loyal customers, have actually organized this tournament to be spread all around Europe. Traditionally, all of the games are in one host country – this made perfect sense. Whilst I did pop back and forth to France, my brother had his summer hols there and saved on travel.

However, next year the Euros are spread across 12 different cities all around Europe, from Ireland to Azerbaijan.

Each group has two host cities, but two host cities in different countries. So you know you’re trekking around Europe no matter what. For example, Wales are likely to be in one of two groups – one is in Rome and Baku, the other in Copenhagen and St Petersburg. And on it goes! So UEFA are ignoring the needs (and budgets) of their loyal customers.

The good thing is that the FA of Wales are remembering their loyal customers and are rewarding them. For example, everyone got a free programme on Tuesday night. But, more importantly, they’re looking out for us on the ticket front next Summer.

I’m lucky enough to have gone to a number football finals over the years, usually with Liverpool, and Wales have got a really good loyalty system to determine who gets tickets for the finals next year – they’re looking back over a period of four years and giving you points for each game attended. There are then a few bonus points for other areas where you’ve shown loyalty.

The more points you have, the nearer the front of the queue for tickets. Now, that’s the way of rewarding your loyal customers.

So, my question to you this week is how do you reward your loyal customers to make them feel good and to keep them loyal? Because, in business, that is important. We can’t treat all of our customers the same.

We need to treat our VIP customers, and our loyal customers, slightly better because that’s what keeps them loyal.”

Any questions?

If you’d like a meeting or a Skype call to discuss this, please get in touch with your favourite Liverpool accountant


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Any questions?

If you’d like a meeting or a Skype call to discuss this, please get in touch with your favourite Liverpool accountant