Guide to Fan Services & Experience
Chapter 3 - Fan-Centricity

3.3: Level of Service Definition

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Level of Service aligns the organisation's offering with its strategic goals and aspirations. By identifying key aspects of the fan journey and defining them empirically, it enables repeatable measurement through formal audit and informal observation, ensuring resources are directed toward activities that support the strategy.

When defining Level of Service, consider all internal and external stakeholder requirements — not solely fan needs. A food concession, for example, may need to satisfy regulatory cleanliness requirements, fan expectations around queue times and personal space, and finance team targets around waste reduction simultaneously.

Defining Level of Service

Translate strategic goals into tactical and operational implementation through the following steps:

  1. Clarify mission and strategic objectives. Outline key goals and specify how and by when they will be achieved.

  2. Assess current performance. Measure against fan-centric objectives to identify under-performance, over-delivery, or activities misaligned with organisational purpose.

  3. Benchmark against the industry. Evaluate how the organisation performs relative to comparable operations, and assess whether results align with mission and strategic objectives. Industry bodies provide relevant benchmarking resources and sector comparisons across fan experience, operations, and safety.

  4. Establish critical standards. Identify the focus areas that will enable optimum performance while balancing fan service levels with financial returns.

  5. Define objective measurements. Specify how each standard will be measured quantitatively.

  6. Set target performance levels. Nominate the level the organisation aims to achieve on each standard.

  7. Determine implementation actions. Specify the actions required and the timeframes in which they must occur to achieve the desired Level of Service.

Positioning and Visibility

  • How easily fans can access the team

  • Being present at the right place and time

Fan Services & Experience Team Service Standards

For Fan Services & Experience teams, key standards relate to three areas:

Interaction and Proactivity

  • Team approachability

  • Ability to anticipate fan needs

  • Speed of query response

  • Friendliness and empathy

Knowledge and Relevance

  • Accuracy of information provided to fans

  • Delivering the right information at the right place and time

Positioning and Visibility is the foundation of all other service standards. A team that cannot be found cannot deliver interaction quality or knowledge.
When reviewing Level of Service performance, start here.

In practice, the FS&E team's Level of Service primarily concerns the optimal deployment of resources — human, equipment, and technology — to meet quality and performance standards cost-effectively.

Fan Services & Experience Course