The Fan Engagement Pod


Bas Chat #5: Fan Journey Mapping

Season 1, Ep. 55

The latest Episode of BasChat, with Bas Schnater and Kevin Rye, focuses on Fan Journey Mapping. 

We’ve provided a breakdown of the steps to take, some resources to do it, and some tips, below

If you want to get in touch with us to discuss this further, drop us a line via the contact details on our website 

Fan Journey Mapping: How to do it

Step One: Preparations

  1. Find a model that could help map the journey (try the Lego Experience Wheel, below) that shows the fan journey from the moment the fan(s) leave the house, to the moment they arrive home
  2. Think about which fans you want to carry out the research (these could be families, or fans from a particular part of the stadium). You might also want to focus on specific demographic or social groups, including younger fans or the disabled. Don’t just focus on one group. Try to cover different groups. This could be a good way to improve experience and relationships with your ‘hardcore’ fans, for example
  3. Create a long-form questionnaire in an ‘open’ or ‘qualitative’ style to allow for lots of detailed comment
  4. Think about what incentives for participants you might offer (perhaps a free signed shirt, other merchandise, free ticket to a club event - e.g. meet the players)
  5. Remember that they need to get receipts for their spending

Step Two: Before the day

  1. Choose your participants via a call on the website, your Supporter Liaison Officer (SLO) or Fan Services team (if you have one)
  2. Do not tell staff/internal stakeholders (all fan-facing staff members) that this is happening, so they behave normally
  3. Ensure they have the questionnaire sent to them in advance. Ensure they understand what they need to do

Step Three: On the day

  1. Ensure that participants follow the fan journey
  2. Ensure that you don’t have contact with them during the day. You don’t want anyone finding out what they’re doing!

Step Four: Afterwards

Participants debrief

  1. Meet with the participants to talk through their questionnaire

Analysis and dissemination

  1. Feed back to all fan-facing departments
  2. To departments that performed really well, make sure they know what they did well and why
  3. To departments that have improvements to make, ensure they understand why those improvements are important and how it will help them with any internal targets or goals they have

Don’t forget!

  • Although there are crossovers with ‘Customer Experience’, and there are transactions, loyalty isn’t created because of price or service. It’s deeper than that. And treating your fans well is even more important because of that!
  • Use fan surveys, focus groups and other techniques to inform and shape your Fan Journey Mapping!

More reading

Lego Experience Wheel: 

How to document the Stadium Experience: 

Gannt Charts

What is a Gannt Chart? 

Free MS Office Gannt Chart download: 

More Episodes


Supporter Liaison Officer: Not just an add-on. Stuart Dykes from SD Europe

Season 1, Ep. 61
Episode 61 is with Stuart Dykes from SD Europe’s Supporter Liaison (SLO) Project. SD Europe is one part of the legacy of Supporters Direct, and works across Europe with clubs, fans, leagues and federations on how to implement the role. Go to for more.The SLO role was first seen in German football, but can now be seen across all of UEFA’s member associations, including in men’s professional football in England in the top-four divisions.From the perspective of us at Think Fan Engagement, the SLO role has never come even close to its full potential, often hampered by the absence of enough guidance from the leagues as to how to make the role work. In many clubs it’s something of an afterthought, often bolted onto another, existing role, instead of being able to play its proper role of ensuring that fans are thought about in all the decisions a club makes.Stuart really is a mine of information and expertise on the subject. Anyone hoping to create an effective SLO role should listen to this episode.You can find out more about our work at Register for free and you get access to the Fan Engagement Hub, with more detailed data and case studies from the 2018/2019 and 2019/2020 Fan Engagement Indexes.By the way, from now on, we’ll be publishing one edition a week each Tuesday, including the Fan Engagement Chat, Bas Chat, with Bas Schnater, and Did They Ask The Fans, with Tim Crow.Please like, subscribe and share. It really does help our visibility.