LRA Worldwide Expands “Building Relationships” Training Offering Throughout the Sports Industry

Horsham, PA, June 03, 2010 --( LRA Worldwide, Inc., a leading provider of Customer Experience Management solutions to the global sports, travel and hospitality industries, has adapted its “Building Relationships” training course for all of the major North American professional sports leagues. The National Hockey League (NHL) is the latest to recommend the program; the course was introduced to nearly 20 NHL teams during a league-sponsored webinar at the end of 2009.

The Building Relationships class focuses on fan retention and season ticket renewals based on the research-supported premise that the relationship between a team representative and a fan can impact that fan’s future purchase decisions. The course content focuses on both the “art” and “science” of building strong relationships, working directly with ticket sales and service staff members on developing the interpersonal skills and utilizing tools and processes crucial to successful relationship-building.

“The premise of the training is straight from Marketing 101 – it is far more cost-effective to retain an existing customer than to acquire a new one,” explained Zach Conen, Senior Vice President of Sales & Marketing for LRA Worldwide. “Yet, the sports industry has traditionally focused on the next sale, with servicing the existing customer as an afterthought. That landscape is shifting and the NHL as a league continues to emphasize ‘service’ as a core team function.”

The course was developed over several years in partnership with noted trainer and keynote speaker Shane Green; in addition to the classroom content, the delivery includes a number of one-on-one coaching sessions with individual representatives as they work with actual season ticket holders. The program has been delivered to more than 25 teams in the National Basketball Association (NBA), as well as teams in professional football, women’s basketball and baseball. In the NHL, the Atlanta Thrashers, Chicago Blackhawks, Detroit Red Wings, Philadelphia Flyers, Tampa Bay Lightning and Washington Capitals have signed on thus far.

“This program is unique in the marketplace,” said Jeff Morander, Vice President of Ticketing Strategy for the NHL. “Retention and renewal have been our primary areas of focus over the last two seasons, and this course immerses the participants in the topic with laser-like focus.”

LRA is one of the leading firms in the growing consulting discipline of Customer Experience Management or CEM. LRA’s Organizational Development & Training practice oversees the program; the company has designed customer-focused organizational development and training programs in industries as diverse as healthcare (Quest Diagnostics), sports and entertainment (Madison Square Garden), transportation (VIA Rail Canada), financial services (First Niagara Financial Group), retail (Albertsons Supermarkets) and hospitality (Starwood Hotels & Resorts), among others.

About LRA Worldwide, Inc:
LRA Worldwide is a leading research and consulting company in the emerging discipline of Customer Experience Management (CEM). We work with our clients to help them design and deliver consistently exceptional customer experiences in order to drive customer satisfaction, loyalty and advocacy, and company growth and profitability.

In LRA’s 25-year history, we have grown from a provider of customized quality assurance evaluation programs for the hospitality industry, to a leading CEM consulting company offering a variety of client solutions. The evolution has been driven by our clients asking us one question – "How do we get better?" In response, we have built a range of performance measurement, research, training and consulting solutions to help them do so. Today, we are a growing company operating in more than 120 countries throughout the world, helping clients such as Starwood Hotels & Resorts, the National Basketball Association, the PGA TOUR, International Speedway Corp., Hyatt Hotels Corporation and Ritz-Carlton Clubs deliver exceptional customer experiences. Every touch. Every time. For more information, visit us at

LRA Worldwide, Inc.
Zach Conen