Dallas Cowboys Make Improvements Off the Field

Customer Engagement
Customer Experience
The Dallas Cowboys create a new customer service playbook to match the grandeur of its new $1.3 billion, 80,000-seat Cowboys Stadium.

Yesterday opened up football's preseason. The Dallas Cowboys beat the Cincinnati Bengals 16-7 in a game designed to shake the rust off after a long off-season. There were no spectacular plays or memorable moments, just a slow-pace game led by second string players. What happens on the field is in the hands of the coach and the players, but the organization is working to make sure that it can influence fan relationships by improving the fan experience to match the grandeur of the new $1.3 billion, 80,000-seat Cowboys Stadium.

In today's issue of 1to1 Magazine, Mila D'Antonio speaks with Paul Turner, director of event operations at the Dallas Cowboys, about the team's new customer service strategy. He says that to meet fans' expectations, the Dallas Cowboys have assembled new training, communications, and leadership development programs to elevate service at Cowboys' home games, as well as at concerts and other events.

Turner says: "It's not just about a football game on Sundays; it's really about creating a unique experience for our staff, as well. If we can create that culture or community then we'll really be onto something."

Turner helped to develop the "Cowboys' 5 Points" program -- Integrity, Respect, Teamwork, Commitment, and Excellence -- based on the team's famous star logo.

It's not just a gimmick; the symbolism is important and the terms are all equally balanced. We talk about how these principles are the same if you're an usher or a wide receiver. Our fans have paid thousands to be here. Mr. [Jerry] Jones on game day turns the experience over to a $9 an hour employee and says, "You have to make good on this promise to the customer."

As the NFL season approaches, time will tell if the customer experience off the field will match the excitement of an actual Dallas Cowboys game.