Our Fan Value Score, Plus/Minus Stats, and Fantasy Football

In a previous edition, we shared an overview of our Fan Value Score concept:

On any given day, your guests have an important view of how your property is running.

Individually, your guests' experiences will determine how loyal they will be to your property. Of course, there will be some variation in the collective guest experience, and consequently guest loyalty. By closely tracking that collective experience, and the loyalty it fosters, you can get great perspective on how what you're doing today can impact your business down the road.

That's what the Fan Value Score is all about; quantifying the concept of loyalty. Our proprietary algorithm calculates, for each of your guests, a single "score" that factors in 3 key drivers of loyalty.

Recently, during a break in a high school basketball tournament in which I was coaching, one of my players asked me what I do during my day job. As I was explaining that our company runs guest satisfaction surveys and provides scoring tools to help our clients track how they're doing, it dawned on me that sports statistics offers a great analogy for some of what we do.
[If you are not a sports fan, I apologize- just go ahead and stop reading here and delete this email - I understand - my wife would do so.]

Think of the Plus/Minus statistic in both hockey and basketball; it measures the worth, or contribution, of an individual player to the team when he or she is on the ice/court. Or, in fantasy football, an individual player's fantasy score is based on his performance in a game; and that score is their individual contribution to your fantasy team.

Similarly, the Fan Value Score assigns a value to how much each guest experience is likely to contribute to your future business. Since we measure the Fan Value Score on a -100 to +100 scale, any guest with a score above 0 is likely to have a positive impact on future business (repeat customer, recommendation, positive feedback on the review sites). The higher the Fan Value Score, the more likely that guest will have a positive impact on your business, going forward.