Arsenal fan services: The emotion managers


Personal contact and empathy are the most important elements in dealing with fans. Charlotte Kenny, Head of Fan Services at the British footbal club Arsenal, faces up to the challenges of dealing with fan communities.

Fans want more than just answers to questions. They want to be able to have a say in the matter, want to be understood and need personal contact with their club. How do you meet these challenges in the age of social media? When does communicating via bots work? And how does the relationship remain authentic?
Kenny gives answers in a video interview, recorded at the 67th International Retail Summit at GDI.