The Colorado Rockies Embraces Its Guests

I was recently talking with Kevin Kahn, Chief Customer Officer and Vice President of Ballpark Operations of the Colorado Rockies. Kevin leads a cross-functional group that focuses on delivering great experiences for sponsors, employees, and guests (I like that they refer to someone who goes to their park as a “guest” which the Meriam-Webster dictionary defines as “a person to whom hospitality is extended.”)

His vision was clear: to make Coors Field the safest, cleanest, most family-friendly facility in professional sports.

During our discussion, Kevin told me a story that he felt showcased how empowered and committed the Rockies employees were to delivering a great guest experience:

At one of the Rockies’ home games, a guest lost the keys to his car. An employee took him in his car to the guest’s house to get a spare key and then drove him back to the park — an hour each way!

How do the Colorado Rockies create an environment where this type of experience can happen? Kevin provided a few insights into the answer:

  • Executive commitment. According to Kevin, the guest experience has always been the primary focus of the Rockies. Why is that? Because the Rockies’ President makes it clear to the entire organization that it’s critical.
  • Employee communications and training. Recognizing that employees influence many moments of truth for its guests, the ballclub focuses on communicating with employees (including daily briefings) and it puts a lot of time and effort into training — which actually includes some role playing.
  • Employee recognition. The ballclub looks for ways to provide an enhanced experience for its employees. Besides bonus programs and highlighting special efforts by employees, the Rockies also try to find ways to connect employees to the overall business. Some of their programs: players give autographs at employee entrance gates and the General Manager and scouting team (who focus on the players) meet with the employees to discuss the strategy and goals of the team. 
  • Cross-functional cooperation. The team recognizes that the guest experience depends on a number of internal organizations like ticketing, retail operations, and baseball operations as well as partners like foodservice provider Aramark, the parking service, and the local police. That’s why Kevin leads a cross-functional group that works collectively to raise the level of service for the guests.

As everyone around me knows, I’m a huge Boston Red Sox fan (Kevin was willing to speak with me anyway). I go to a number of games at Fenway Park throughout the season and have run into many less-than-ideal experiences at the park. Maybe it’s because there’s no Chief Customer Officer on the Red Sox executive team. My advice to the Red Sox and ALL sports teams: Follow the Rockies lead.

The bottom line: Fans have to deal with both wins and losses, but “guests” shouldn’t have to deal with anything less than a great experience.

Written by 

I am an experience management transformist, helping organizations improve business results by engaging the hearts and minds of their customers, employees, and partners. My "job" is Head of the Qualtrics XM Institute. The Institute is still being established, but our goal is to help organizations around the world thrive by mastering Experience Management (XM). As part of this focus, I examine strategy, culture, interaction design, customer service, branding and leadership practices. And, as many people know, I love to speak about these topics in almost any forum. Prior to joining Qualtrics, I was managing partner of Temkin Group (leading CX research, advisory, and training firm), co-founder and chair of the Customer Experience Professionals Association (, and a VP at Forrester Research. I'm a fanatical student of business, so this blog provides an outlet for sharing insights from my ongoing educational journey. Check out my LinkedIn profile:

3 thoughts on “The Colorado Rockies Embraces Its Guests”

  1. It sounds like the Colorado Rockies “get it:” if you have happy employees, that experience and energy will impact your customers. As you stated above, the customer experience is impacted by individual employee/customer interactions (“moments of truth”), and happy employees will want to make happy customers. I’ve written a few posts about the Employee/Customer Value Asset Chain on my blog, as well.

    Thank you for another great example of a company valuing it’s employees and the customer experience!

  2. Bruce,

    Bravo! Kevin’s got that critical exec. commitment and they have a reliable and consistent way to get the company across all the functions involved. He’s the quintessential “human duct tape” that an effective Chief Customer Officer plays in the role when it’s going well.

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