At Placement Loop, we are intrigued by the growing demand in other amateur sports for trusted advisors. In ice hockey, they are commonly referred to as “family advisors” and they build relationships with coaches and players to help them get what they want. The type of advisor/customer relationship we support requires an understanding of customer intent, but in context that is relevant to surrounding conditions, limitations, and values. As we see it, trusted advisors don’t rely strictly on customer intents, rather, they proactively suggest actions that hadn’t occurred to their customers, producing a more valuable result for them.
Coaches and players only have 24 hours in the day and one of their growing needs is to increase their ROI—return on investment. If coaches and players had a trusted advisor who knew their objectives and could help them sift through options available to them, they would get far more value per unit of investment (e.g. time, travel, and other expenses). With the advent of big data, sophisticated analytics, social software, and cloud computing (just to name a few of the enabling technologies) the “trusted advisor” value proposition is expanding into all levels of amateur sports to help place ability at best-fit.
In the future, the real winners in amateur sports will be those who are working with family advisors whose focus is on improving the player pursuit, not the outcome. The outcome is sufficiently unpredictable and therefore can not be foreseen accurately enough to make the outcome the focus. However, trusted advisors traveling down the path of helping others improve their pursuits, are truly going to earn trust and the deep collaboration that is necessary to help customers eventually end up with successful outcomes.
So, how is trust and collaboration built and preserved over time?
Trust comes in part from the realization that some advisors know coaches and players as an individual very broadly and deeply, not just as an acquaintance with an intent. That is the easy part, given the new technologies that are increasingly powerful and cost effective in capturing, compiling, and analyzing large amounts of data related to what coaches and players are looking for.
The real challenge is creating a collaboration experience that assures information and data is being used to serve the player’s best interest. The good news is that new technology is significantly reducing the cost of delivering advice-in-context and curating it. The result is that services are likely to be satisfaction-based and increasingly affordable to a growing segment of amateur sports participants that is below the line of “elite”. And that is good for all!
Do you have any experiences with athletic family advisors to share?