Samenvatting

This project involved the design and innovation of the customer journey of Heroes Den Bosch, a basketball club in The Netherlands looking to create a long term bond with its fanbase, to increase the occupation of the stadium. By adapting literature done to the current situation, a customer journey map had to be created to seize the opportunity for Heroes Den Bosch to increase customer retention.
Literature also suggested that in order to have a great customer journey, great data is needed. Therefore another goal in creating the foundation for a healthy customer journey was the expanding of the databases. The primary aim was to create a fundament for a customer journey based on literature which would lead to a bigger and more loyal fanbase. Initially, the customer journey as it were before was identified. By brainstorming about how to effectively improve the customer experience to create a more personal connection with the fanbase, a outline for the customer journey was created. However, after adopting literature about customer journeys and customer journey mapping, the author identified that the customer journey is a never ending process which will continue to be going on as long as Heroes Den Bosch exists.
The customer journey got digitalized and expanded over time. Because the people that need to be satisfied, the method design thinking was used, this forced the author to always look at problems from the perspective of a customer. Furthermore, the importance of data gathering came to light, after having a look at the current databases, many gaps were identified. Strategies for ticketing and subsequently the data gathering with it have been written and options for the company to increase the level of entertainment have been proposed to not only create a visible customer journey but also enhance the level of entertainment immediately.
After constantly reshaping the framework a ultimate design has been delivered to serve as a framework to understand fan emotions and how to retain them to the club. From the season 2020-2021 onwards, Heroes Den Bosch should try to use its databases more efficiently to reach fans and to be able to have more connection with them.