Cover Story: Pats' Pact: Fans Are Family
Other than that, Gelman says the Patriots try to reach out to all the season ticket holders at least a couple more times a year—to alert them to events meant just for them, for instance.
"They're really going through brick walls, trying to make sure they're talking to the fans everyday," Smith says.
Putting aside the Brady Mullet for a moment, Smith points out that the Patriots story is far from a shaggy dog story, or even an underdog tale. The Patriots could've continued to thrive without being so loyal to their fans and without trying to cater so much to their needs.
"What I think is just neat about this story, in general, is the patriots are a very successful franchise," he says. "There's a long waiting list for season ticket holders. ... Take it away from a business relationship that I'm involved in here and, just as a fan, the amount of effort they put into making sure that their season ticket holders are happy, that their season ticket holders renew—when you've got a long line of people waiting to take their place—I think just speaks volumes to really, truly wanting to engage customers, create loyalty, etc., when I think the easy thing to do here is just say, 'Who cares? There's all kinds of people just waiting to sign up as soon as that guy leaves.'
"But [KSG] goes through these great efforts to make sure that every fan is having a great experience, that they want to come back year after year," Smith continues. "And I think using the amount of analytics they do just for signs of potential attrition, and then taking a lot of actions to make sure that doesn't happen, is just really noteworthy given the reality that there's a long line outside the door."