17th Feb 2016
Liverpool Football Club have scrapped their controversial £77 ticket and have issued an apology, in a rapid response to the outcry against last week’s unpopular pricing announcement.
The move came after thousands of fans left 77 minutes into the draw with Sunderland at Anfield on Saturday 6 February, protesting against the proposed top-price ticket in the new main stand.
Jo Causon, chief executive of the Institute of Customer Service, believes the football club’s quick response to fans’ complaints shows its commitment to the club’s fan base.
“Football fans will always remain loyal to their team but, as customers, their satisfaction is often tested by success on the pitch and how clubs relate to them off it,” she says. “By scrapping plans to raise the top price £77 ticket in their main stand at Anfield, Liverpool’s owners have demonstrated that they understand, and are prepared to respond to, customer needs.
“In a relationship-led economy, the owners are demonstrating that nothing can be taken for granted. They have been quick to recognise that the short-term benefit of a rise in ticket prices would be outweighed by long-term disaffection, and fans potentially staying away from the ground as a result.
“Loyalty goes a long way, especially when it comes to supporting your local club, but if customer needs are ignored, it will only go so far.”