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Our Customer Charter: The Foxes Promise

Over the last year the Board, Management and Staff have been revisiting the Five-year Plan for Leicestershire County Cricket Club and we have devised our new Customer Charter.

We have run a number of workshops and meetings to discuss what our values are, what our key strategic objectives are, and how we are going to ensure we deliver them.

As a result of this analysis and together with the work that has been completed by the ECB on our customers, one key imperative is to improve the customer experience at Grace Road.

One of the key deliverables is to invest in a Customer Relationship Management System, to obtain important views of all our customers.

The new CRM System is in place and our new-look e-newsletters have been launched. There will be new matchday guides for the 2014 season as well as news and special offers, so please make sure you sign up for our e-mails through the homepage of our website.

Leicestershire Chief Executive Mike Siddall said "I am delighted that we are now able to put into place a Customer Charter which is long overdue.

“It is important that everyone at the Club - from Board Members to Players, from Gate Stewards to Managers - live the Charter to ensure that our members and visitors have a first class experience whenever they are at Grace Road."

The output from all this work on customers is summarised as follows:

  • Become customer centric and have a friendly, approachable attitude with a set of customer service standards across all areas of business. Establishing a true customer charter with measures
  • Organise an appropriate customer contact strategy across defined target markets, including surveys
  • Create a first impressions strategy, change of attitude from all staff to helping and assisting the customer
  • Deliver a broad range of leisure experiences from food offerings to meet the players, bars etc.
  • Make the process of buying easier
  • Make sure we retain as well as grow customer base.
  • Tailored communications to target markets with event driven e-mails based on customer behaviour with automatic planned communications.
  • All data on customers held in one place with info held on purchases, likes and dislikes etc.
  • Increase market share and market penetration
  • Upgrade of facilities for business events

The Customer Charter delivers the Leicestershire CCC promise by covering the following key specifics:

  • Improve the customer experience of Foxes Cricket, on and off the field of play.
  • To develop players of the highest quality
  • To produce a team that wins consistently
  • To provide a high standard of service across all areas of the business
  • To meet all stakeholders expectations
  • Facilities/environment for all visitors whether spectators/members/hospitality/guests/events/customers
  • To generate additional income streams
  • To operate profitably

You can download our Customer Charter in a poster format here: application/pdf Our Customer Charter (3.02 MB)


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