The Customer Journey and the Role of the Coach

Transcription

1 Creating a sporting habit for life The Customer Journey and the Role of the Coach Naomi Shearon Sport England Michael Hopkinson Sports Coach UK

2 In this session: 1. Understanding how people engage with sport o What do we know about people s journey through sport and exercise over time? 2. The role of the coach o When, where, and how is coaching needed to encourage people at different points along their customer journey? 3. How to use insight to create customer journeys o Turning insight into a customer journey for target audiences o Identifying key moments to help people stay active Creating a sporting habit for life

3 How people engage with sport

4 Firstly Your biography Use the template to create your personal timeline from 14 to now Add any milestones and significant changes in your life (capture whatever you re comfortable with!) Emotional Employment /finances Place / home Education / training / learning Travel 4

5 Your sport and exercise biography Now use your template to think about how sport and physical activity fits in Add any times you started or stopped any sport activity Think about whether your participation increased or decreased NOW... With the person next to you - discuss how your needs around sport may have changed over time Did your personal lifestyle influence your sport needs? How well did sport meet your needs at those times? 5

6 Individual sporting biographies are more complex than a single sporting habit for life 6

7 Changes and breaks in activity are normal I d rather go out with mates thanks I ve finally signed up to a local gym Pre-contemplation Contemplation Preparation I ve been thinking about maybe joining a gym but they re so expensive! Having to work on a Sat morning this is the first time I ve missed my class in years! Action Maintenance RELAPSE Trying to go to the gym once a week but doesn t always go to plan! SOURCE: Prochaska and Diclemente Transtheoretical Model of Behaviour Change Changes and breaks in activity are normal 36 Creating a sporting habit for life

8 The role of the coach

9 Some sports are thinking about what this means for their players E.g. The Golf Journey

10 How coaches contribute to satisfaction Creating a sporting habit for life Creating a sporting habit for life 10

11 Overcoming barriers to participation Creating a sporting habit for life Creating a sporting habit for life 11

12 What we are learning Creating a sporting habit for life Creating a sporting habit for life 12

13 How to plot a customer journey Naomi Shearon Sport England

14 How do we know what an audience needs from their journey? Creating a sporting habit for life

15 EXERCISE: Using insight to plot a customer journey Creating a sporting habit for life

16 PROFILE 1 SAM Demographics Age 15 Life Stage Secondary School Location Preston Lifestyle, priorities, general attitude to sport & exercise Sam has just started his final year at secondary school and balances his studies with a paper round and being in the adventure scouts. Sam used to like playing loads of sport and was in a football team but it all got a bit competitive and his mates left the team so he left as well. He spends his time with a tight group of mates, usually playing Fifa or Call of Duty on the Xbox. Adults don t get it, but it is just how they like to hang out with each other. Now and then Sam and his mate will have a kick about, but he would sooner have more of an adrenaline rush, something a bit more adult like extreme sports. Barriers/judgements to sport & exercise I don t want competition - sporty people take themselves way too seriously I like doing stuff with my mates, and probably wouldn t try something new without them I love playing Xbox, the sport at school is so boring but the EA games I play online are cool I might have a go at an activity which gave me an adrenaline rush or buzz Working Status Student Purpose: Social experience

17 PROFILE 2 DINA Demographics Age 38 Life Stage Mum (to a 17 yr. old) Location London (Urban) Lifestyle, priorities, general attitude to sport & exercise Dina has taken on more responsibility at work recently, which takes up a lot of time and energy. She tries to take the stairs or walk up the escalators during her busy day just to fit something activity in. Dina feels that exercise is great for being able to fit into clothes (although she feels that dieting makes more of a difference) and to help you feel healthy. The most negative thing about exercise for Dina is getting sweaty. She thinks maybe this is vanity, but she doesn t feel very attractive. It has prevented her from getting the most out of exercise before, because she tries to avoid getting to the point of sweaty. Not feeling comfortable using changing facilities exacerbates the problem as she waits until she gets home to shower and change. Barriers/judgements to sport & exercise I don t feel comfortable being sweaty I m worried about showing my body/ changing in front of others I feel like time with family/friends should be more important than exercise I like to exercise with a friend, but that s not always possible I don t have a lot of spare time, and I d need to be quite flexible about when I do something Working Status Working full time Purpose: To feel healthier and look good

18 PROFILE 3 ALICE Demographics Age 29 Life Stage Mum (to a 2 yr. old) Location Birmingham Lifestyle, priorities, general attitude to sport & exercise Alice has a young child of 2 years, and returned to work part-time as a secretary in the local primary school a year ago. Alice feels that life is a bit more under control now her daughter sleeps through the night and is settled at nursery. The time feels right to do something for herself. She has signed up to do a 10k run with some other staff from the school. Alice s husband works shifts and his patterns changes from week to week so she needs a flexible opportunity to help her get to the finish line in one piece!! Alice is deaf and communicate with her two year old daughter though signing. Barriers/judgements to sport & exercise Not a sporty person Have no idea what kit I need to make my training easy or if I should be eating & drinking certain things? Has a busy life, but want to complete a challenge for on personal fulfilment Is fairly confident person, but has had negative experiences with poor communication in local leisure centre Working Status Working part-time Purpose: To complete a challenge

19 Using insight to plot a customer journey Creating a sporting habit for life

20 What is the role of a coach? Creating a sporting habit for life

21 FINAL QUESTION Thoughts or examples? Creating a sporting habit for life

22 Thank you!