Send us Fan Mail

Your customer service problem isn't actually a people problem—it's a consistency problem. When fans get different experiences depending on who they interact with, they blame the organization, not the employee. This episode introduces the non-negotiables framework: simple "always do" and "never do" rules that eliminate guesswork and scale great service across your entire operation.

KEY TOPICS COVERED
• How inconsistency in fan interactions destroys ticket sales and repeat business
• Why your best employee doesn't define your customer experience—your most inconsistent one does
• The Cleveland Insight: John DeJulius's non-negotiables framework for scaling service without burnout
• Why "always do" and "never do" rules work better than motivation, pizza parties, or lengthy policy manuals
• Death by a thousand moments: how one bad interaction overrides five good ones
• Why customer service isn't a department—it's an organization-wide responsibility
• The direct connection between consistency and revenue: fans return when the experience feels smooth and effortless
• Building your organization's always do and never do list: start with 5–7 rules, not 20
• Specific always do rules for ticket sales teams: same-day responses, clear pricing, preparing fans before arrival
• Specific never do rules: don't make fans search, don't overcomplicate offers, don't treat all fans identically
• How to implement consistency at every touchpoint: parking, ticketing, concessions, guest services, sales calls
• Testing your consistency: Does your fan experience change depending on who they talk to?

TIMESTAMPS
[00:00] – Episode introduction and topic preview
[01:18] – The real problem: consistency vs. customer service
[02:50] – Introduction to the Cleveland Insight and John DeJulius's framework
[03:47] – What are non-negotiables? Always do and never do rules explained
[04:30] – Why simple rules scale better than motivation or lengthy manuals
[05:15] – How consistency shows up in staff speed and confidence
[06:07] – Death by a thousand moments: fan experience as a series of touchpoints
[06:35] – Why one bad moment overrides five good ones
[07:00] – Customer service isn't a department—it's organization-wide
[07:40] – The friction created when marketing, sales, and operations send different messages
[08:00] – How consistency directly impacts repeat purchases and ticket sales
[08:23] – The challenge: Is your experience dependent on who the fan talks to?
[09:00] – Building your framework: start with 5–7 rules, not 50 pages
[09:30] – Specific always do rules for ticket sales teams
[10:10] – Specific never do rules across all departments
[10:43] – Implementing always do and never do lists across ticketing, parking, concessions
[11:30] – Preview of next episode with deeper examples and implementation guidance


LINKS Mentioned:

John DiJulius

Always Do/Never Do - Youtube

Episode Link - https://revelocitysports.com/podcast/episode-163/

Sports Marketing Machine on LinkedIn
Sports Marketing Machine on Instagram
Book a call with Jeremy from Sports Marketing Machine