“The guys started to look at the different local areas

CUSTOMER SERVICE

and how they could create the crests. It’s the players’

As a former Adidas executive Campbell knows all about

football badge. We want them to kiss the badge, and

the importance of brand recognition and customer

want every local community to be wedded to the badge.”

service, and undertook a “huge amount of insight”

Explaining the bright red colour scheme, Campbell

when he joined Powerleague in order to shape the

turns on his heels towards a large Tesco supermarket that

organisation’s customer service decisions.

the hub overlooks. “You see how that Tesco dominates

Changing rooms have been completely remodelled

the landscape from up here? We want people who are

to foster an atmosphere of camaraderie, food is served

in that Tesco car park to think that this Powerleague

and music is played in the bar area to accommodate

dominates the landscape from down there.”

families. Air freshener is pumped into the facility so that

Campbell quickly leads the way to the pitch zone,

it doesn’t always smell like “sweaty men”.

where each pitch has been allocated the name of a

And the changes appear to be paying off. Campbell

famous footballer. As we stand between the Cristiano

says that since the revamp, the Barnet centre has

Ronaldo and Franz Beckenbauer pitches, the CEO

experienced a “30 per cent upswing in income”, with

explains that the recognisable names help players locate

“record growth in customer feedback”.

their pitch. He also points to a map and a visible clock,

The impressive numbers don’t stop there. To improve

which means matches rarely go over their allotted times.

the customer experience further, Powerleague has

The addition of a central clock, says Campbell, was

customers to check league positions, book

player satisfaction. Little touches like that, he adds, will

pitches and organise functions such as children’s

differentiate Powerleague from its competitors.

birthday parties. Since the website’s launch,

industry we’re blessed with football,” he says. “But if

Powerleague’s sales have surged by 156 per cent, and a new app is due to be rolled out.

you’re a company that uses playing surface as its only

Sustaining a high sales volume and high

unique selling point you will lose every time, because

level of customer retention will be the next

there’s somebody that will do it cheaper.

challenge for the company. While five-a-side

“We’re trying deliver an experience which is enjoyable

football complexes were once a male domain,

for families, kids and women. This is a proper service

Powerleague’s new business model aims to

industry, and not just a commodity you can throw away.”

attract a much wider section of society.

sportsmanagement.co.uk

 The new Powerleague Barnet crest was designed by brand agency Music of Manchester

relaunched a more interactive website that allows

referenced as one of the most important things for

“This is just like any other industry, although in this

 Chief executive Rupert Campbell aims to change the face of the five-a-side industry

Issue 128  November/December 2016 39