Delivering a standout customer experience is even more critical when your fans can just as easily interact with you away from your venue as within it. The San Jose Sharks know this all too well, which is why the team is re-imagining what they want the customer experience to look like for the crowds who attend their games. And the team’s President, Jonathan Becher, is bringing in technology to play a vital role in helping personalize these experiences for fans.

The Changing Formula for Fan Happiness

“The formula for happiness used to be if the home team won, the fans left happy. It was that simple,” said Becher. “Now they want to be entertained. They demand better food, and a higher variety of food. It’s become a culinary experience. They want music within the games, as well. And so, just like software companies are learning, sports are learning it’s not just the game, it’s about the experience around the game.”

The Sharks also recognize that hockey poses a unique challenge when it comes to getting its customers to spend at an event. “There are no breaks in my sport,” Becher described. “There’s no time for people to get food or beer. There are only two intermissions. So, I do 80 percent of my in-game sales in 20 minutes.” That’s a tiny window just to deliver the basics, let alone a memorable experience.