What Makes a Good Customer Charter?

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Key Insights:

  1. Think about making your charter the backbone of your Fan Engagement – what, who, where, why and how
  2. Ensure it’s regularly updated
  3. Make it readable and easy to find on your website

Customer Charters are required in English football’s top four divisions, and must be lodged with the EFL or Premier League each year, and are usually completed by the SLO.

The Customer/Supporter/Club Charter could form the backbone of how clubs communicate their Fan Engagement work, but in practice it are rarely used as effectively as it could be.

Having the relevant information laid out in a purpose-specific document is ideal in a world where we’re saturated with content.

However, charters can be difficult (even impossible) to find at times, and their content varies wildly.

In some cases, club websites provide ‘dead’/broken links. Anecdotal evidence also suggests that Charters are not something that many fans are even particularly aware of.

We think has real potential to act as a crucial Fan Engagement tool for all clubs.

What should a good Customer Charter contain?
Alongside practical information about the club’s ticketing or matchday rules and policies, which groups it engages with and using what formats (one-to-one, parliaments, forums, online), where fans can find reports or video/audio broadcasts, where they can find practical assistance (SLOs, supporter services)

  • Accessibility

Put it in a place where fans can find it, don’t move it. If you do, post a news item saying where it’s moved to

  • Readability

If you can make it look nice, do, But above all it needs to explain all the things that a fan will find useful (see left), in a format that works

  • Finally

Don’t let the perfect be the enemy of the good: What matters is that it’s got the right information, and is accessible and readable for all

Examples of thorough charters including information about Fan Engagement programmes include Fulham, Lincoln City, Doncaster Rovers, Tranmere Rovers, Cheltenham Town, Brighton and Hove Albion and Huddersfield Town.

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