“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