Phil Lauterjung

ESPN has just released the standings of all 122 MLB, NBA, NFL, and NHL teams.  What’s so newsworthy about that you ask?  Well, they rated all of those teams on eight key factors in giving their fans the ultimate sports experience.  Does that sound anything like what every company tries to do – give their customers the ultimate experience so that they keep coming back and continue doing business with them?  You betcha!

So, why am I really pumped up about this?  Partly because I think that it provides an excellent metaphor for what we all need to think about with our businesses; but, also because my team came out Number 1 – The Anaheim Angels.  Sorry, but I still refuse to call them the Los Angeles Angels of Anaheim.

So, let’s take a peak at the eight categories ESPN used to rate the teams, and see how this might relate to us doing business.

1. Affordability. Isn’t that what it all comes down to sooner or later?  The Angels are very competitive when the cost of going to a game is compared with all the other myriad options in Orange County.  We need to make sure that whatever product or service we sell is competitive when comparisons are made by our customers.
2. Coaching. Ever since Mike Scioscia came to the Angels in 2000 the coaching staff has been excellent.  There is consistency throughout in terms of how the team is expected to play ball.  In our businesses we need to make sure that all front line managers know the company philosophy and execute it every day.  One of Scioscia’s favorite sayings, especially after a loss, is to “turn the page” and move on to the next game and focus on that each day.
3. Fan Relations. Every single person in the organization understands that if the fans don’t fill the stadium there won’t be a need for people to answer the phones, sell tickets, etc.  The Angels, as an organization, also do a great job of reaching out to the community.   We all need to remember that no matter where our businesses are located we are part of a broader community.
4. Ownership. Arte Moreno is the kind of owner that is visible and accessible.  He knows that if the organization is to be successful it begins with him.  He models everything that he asks his people to do, and more.  Are you an owner or CEO?  How are you doing in making sure that the values you promote are modeled and carried out by everybody else?
5. Players. Player development is one of the key areas of success in the organization.  They don’t just draft and sign excellent baseball players, they also look for character traits that will fit in with the team style of play.  We need to make sure we are recruiting and developing people that are talented, but also that share the morals and ethics necessary to carry forward the company vision.
6. Stadium Experience. This is what it all comes down to.  I can tell you firsthand that going to an Angels game is FUN!  Even when they lose, like they did at a recent game I went to.  Do we make sure that every customer comes away feeling good after having dealt with our company?  Does everyone from the receptionist on up treat each caller as if they are the most important person they’ve talked to today?
7. Title Track. The Angels have been consistently winning teams every year this decade – even this year with all of the injuries and the death of one of their most promising pitchers.  Customers like to know that they are doing business with successful companies.  Even if you have a new company you can lay the foundation for continuing success by celebrating all your early victories and letting customers and prospects know about them.
8. Bang for the Buck. Angels fans know that they are getting a good value for the money that they spend.  That’s really the bottom line – is the customer happy with the value they receive for the money that they spend?  We all need to constantly listen to the feedback we get from our customers and make sure that they feel they are getting a good value.

So, how do you stack up against your competitors?  Hopefully, you don’t have to go up against 122 competitors like the Angels did in this competition.  What are your thoughts on the above criteria?  Anything left out?  I’d love to hear what you think.  And, in the meantime – GO ANGELS!

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