Skip to main content Skip to site footer
Club News

Mystery visit scores U's family experience as 6th best in League One

21 December 2021

Club News

Mystery visit scores U's family experience as 6th best in League One

21 December 2021

Cambridge United were awarded an average touchpoint score of 8.4/10 during the EFL and Fan Experience Company's first mystery visit this season...

The visit took place for the sold-out match against Ipswich Town and the club's family-friendly experience impressed those who attended. The score is the 6th highest in Sky Bet League One and the 17th highest across the entire EFL.

All EFL clubs receive two ‘mystery family’ visits a season, with the assessors’ feedback and reports determining whether a club achieves ‘Family Excellence’ status.

The EFL’s Family Excellence Scheme sees each Club assessed across a range of touchpoints, in order to reflect and report on the first-time family experience they encounter.

Here is how the U's score was reached:

  • First Impressions: 8/10
  • Social Media: 8/10
  • Travel: 9/10
  • Stadium Vicinity: 8/10
  • Retail: 9/10
  • Refreshments: 8/10
  • Inside the Stadium: 7/10
  • People: 9/10
  • Friendliness: 9/10
  • Feeling Valued: 9/10

The report's summary reads as follows:

"In the seasons before the pandemic, Cambridge United's family experience was seen to be continually improving and this is once again evident with several notable examples of goodpractice, including the mascot (immediately visible in the stadium vicinity) and the fantasticclub shop experience.

"But most of all, what stood out clearly was the club's outstanding matchday people. This, more than anything else, denotes a culture of engagement at the club. Not only does it create many memorable moments for the new family, but it also means that some of the club's physical constraints are less impactful on the overall experience.

"Naturally, there are areas where the club might improve and they are detailed in the report, but the positive upwards trajectory of the club continues. If the friendliness of the staff could be complemented with more direct family entertainment, the club could become agenuine leader in family engagement."

Cambridge United Supporter Liaison Officer, Dave Matthew-Jones said, "As a community football club, it is really important that we welcome all families to our home. The Family Excellence visits provide an excellent insight into how we are doing and also the opportunity to learn and improve. 

"Everyone is working hard to ensure that all matchday visits to the Abbey Stadium are positive ones. It is about making every contact or touch point a special one. The families who come today will if treated well become the lifelong supporters of tomorrow."

Plans are already in place to further improve the Cambridge United family offering and the club is excited to put these into action in 2022.

Advertisement block

iFollow Next Match Tickets Account