Current English Premier League champion Manchester City has linked up with Qualtrics, making the company its experience management software partner. 

The new partnership with the American experience management business will mean City will be able to listen to customer and employee feedback following each game at the Etihad Stadium, and take steps to improve on any suggestions made. 

This can be points on the overall match day experience through to catering, facilities and retail. Qualtrics can provide insight and real-time data from fans to help the club form future decisions in the suggested areas for improvement. 

Stephan Cieplik, senior vice-president of global partnership sales at Manchester City’s parent company, City Football Group, said: “As a club, we are continually working to improve our match day offering for fans both in-stadium and across our digital platforms for those following across the globe. 

“Through this new partnership with Qualtrics, we will be able to use industry-leading software to gather valuable feedback and insight from those at the heart of our club to help shape the future decisions around match days.”

The partnership is also expected to enable further activations across a number of areas throughout the Manchester City set-up, including a focus on City fans from across the world. 

Qualtrics president of products and services, Brad Anderson, added: “With Qualtrics, Manchester City can listen to and understand fan feedback in real time and take action to improve match day experiences. 

“But fan experience isn’t limited to the stadium – the digital and at-home fan experience is just as important, and Qualtrics helps Manchester City to deliver a personalised experience to their fans wherever they are.” 

Manchester City has made a series of recent changes surrounding the stadium and its impact on the environment, both of which will benefit football fans.

The club hopes to introduce 100% recyclable and zero-plastic beer cups while also trialling an ‘edible coffee cup’. 

Image: Phu Cuong Pham on Unsplash