The @lfctv team put me in touch with the guys who are responsible for running and developing the All Red membership scheme which I criticised in an earlier blog post.
I’m really pleased that they responded, and said it was ok to publish their response, because I recognise that the scheme is aimed at everyone and my views are only really representative of me. The scheme is more popular, and more valuable than I gave them credit for. There are also a number of exciting development under consideration.
And once again, the fact that they’ve taken the time to engage with supporters shows how hard the club is working to be transparent and accessible to its fans.
Scott Richardson, the head of Customer Relationship Management writes as follows:
“It’s a well written piece and I take on board some of the comments raised. The pack’s content was created with input from fan groups and our retail team. The mouse mat, limited edition Shankly print and fashion scarf/hat were the most popular items. The DVD is in fact exclusive, it’s the first time Rafa has done an interview like this and all the questions asked came from fans, showing that the club wants to create a membership scheme that attempts to make members feel valued with money can’t buy benefits.
The ticketing element of the membership scheme has opened up the opportunity for more fan’s to attend games at Anfield and we now have a scheme that offers proportionately, a similar number of tickets to members as other top 4 Premier League clubs.
I agree with your comments about the difficulties in creating a ‘one size fits all’ membership scheme. This is something longer term we want to address by offering members the opportunity to personalise some of the benefits from the membership scheme.
We have plans afoot for Christmas and the ongoing communication with members that I’m sure you’ll be pleased with. Our aim is to create the most compelling football membership scheme. The take up for this year’s scheme has been very pleasing so that reflects on the whole; the scheme is being well received. However, we know we still have a lot of work to do to reaching our aim.
As part of the planning process for next year’s scheme, we’ll shortly be surveying all members to find out what they thought of this season’s pack, benefits and what else members would like to see from the membership scheme in future.
I hope that next season, we can give you the opportunity to write a much more positive piece.”
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Tags: Liverpool, membership
[...] The team behind the All Red membership scheme have responded to some of my criticisms and put the scheme in its wider context. You can read their [...]
I got a letter this week inviting me to join All Red. How I laughed. I felt patronised by it to be honest – and since when as Kopite had two ‘p’s?
As a Scouser who has been on the season ticket waiting list for 14 years it struck me as ironic.
There’s me, season after season, thinking I’ll finally get a season ticket in my own name (i’ve had a few in other people’s names).
And there’s the club, setting 5,000 tickets aside for people to buy a membership for to have a CHANCE of getting one ticket for one game.
It’s a joke – talk about bleeding fans dry. I for one will never be paying for the ‘privilege’ of having the chance to buy a ticket.
I’d rather just ask about and take my chances that way.
http://www.robbohuyton.blogspot.com