The power of pride: how TeamNL House made our Olympic Experience unforgettable
Have you ever visited the Olympics? Well, I hadn't either. So, I surprised my daughter with a trip to Paris to attend the women's soccer final, where Team USA triumphed over Brazil. However, the true highlight of our trip was visiting the TeamNL House.
Discovering the national Houses at the Olympics
I had no idea that many countries had their own "house" in the Olympic host city. As we walked to the TeamNL House, we passed the Brazilian, Mexican, French, and Indian houses. It was fascinating to experience the pride and cultural diversity of each nation firsthand.
We were fortunate to have pre-booked our tickets to the TeamNL House, as it was sold out by the time we arrived. People were still hoping to get in! The entire process was seamless, thanks to a handy app that provided entry tickets, a program of events, and a map of the area.
Holland Heineken House becomes TeamNL House
I had heard about the Holland Heineken House in previous years, but I wasn't prepared for the size and energy of the TeamNL House. Hosting 7,000 visitors daily, the venue was a sea of orange - a true celebration of Dutch pride. My daughter and I joined in, donning our orange outfits (a must at Dutch events!).
How TeamNL House created a sense of pride and connection
The organizers of TeamNL House incorporated the EPIC formula from the book The Power of Moments by Dan and Chip Heath. They made everyone feel proud and connected, with 99% of visitors dressed in orange and cheering on Dutch athletes. At the central square, we witnessed the male track cyclists earn medals and saw the women's field hockey team win gold, which elevated our pride even further.
Smart branding: TeamNL merchandise and goody bags for kids
Of course, we couldn't resist purchasing TeamNL merchandise - from shirts and sweaters to cuddly toys. They even offered free goody bags for kids, which was a genius move to foster a connection with sports and Dutch culture from a young age.
The better party: celebrating Olympic medalists with Rob Kemps
Inside the venue, the party kicked off with Rob Kemps as MC, and the celebration of medal winners added to the excitement. We watched bronze medalist kitefoiler Annelous Lammerts receive her special medalist jacket, and the ritualistic walk into the arena filled us with goosebumps. Pride soared to new heights!
A Dutch party like no other: Kraantje Pappie and the ultimate celebration
The night was a blast, with Dutch artist Kraantje Pappie performing and everyone singing along to "Everybody is welcome in the party tent." The atmosphere was electric, and it was a celebration we'll never forget. Check out my video for a glimpse of the incredible energy inside TeamNL House!
Key Takeaways: Customer Experience Lessons from TeamNL House
1. Create an immersive and emotionally engaging experience
- Lesson: Immersive experiences that evoke emotions like pride and connection can leave a lasting impact on customers and enhance satisfaction.
- Example: TeamNL House fostered a deep sense of national pride through shared experiences, such as witnessing Dutch athletes win medals and participating in meaningful rituals.
2. Leverage exclusivity and anticipation to build excitement
- Lesson: Offering exclusive experiences or products, coupled with anticipation, can drive customer enthusiasm and engagement.
- Example: The exclusivity of TeamNL House tickets and the anticipation built around the event contributed to the excitement and overall positive experience.
3. Integrate brand merchandise and freebies to enhance loyalty
- Lesson: Branded merchandise and free gifts can boost customer loyalty and create lasting memories tied to the brand.
- Example: The strategic availability of TeamNL merchandise and free goody bags for kids not only increased sales but also strengthened long-term brand loyalty.
This blog is part of the 4-part series Summer CX Experiences: The Good, Bad, Better (this one) and Brilliant.
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Nienke Bloem is often called the Customer Experience speaker in the blue dress.
She's a global CX thought leader, educator and a global keynote speaker who inspires audiences with best practices and proven methodologies. She leads a speaking practice, a CX game company and a training business; she breathes Customer Experiences and is author of two CX books.
Her two-day Customer Experience Masterclass is known as the best program to prepare for your CCXP and she is the go-to person for CX leaders who want to advance their leadership and bring direct results from their Customer Experience transformation programs. Since 2020, she hosts a CX Leadership Masterminds program and helps leaders spice up their leadership and deliver an engaging CX Story including a solid CX Strategy. Besides, she is a modern-day pilgrim and found the parallel with leading customer centric transformations.
With her over 20 years of corporate experience, she speaks the business language. Her keynotes and education programs in Customer Experience are inspiring and hands-on. She is one of the few Recognized Training Partners of the CXPA and it is her mission to Make Customer Experience Work and help you deliver business results. Subscribe to her weekly CX Greetz to stay tuned.
