Demographic Change and the Customer-Centric View - Squash

Stephen Hodges, who was the Development Manager at Squash Auckland,  gave this presentation in class. The presentation focused on how Auckland Squash is trying to get more women and girls involved in the game of squash. The presentation covers the challenges for squash, the rationale for the programs, the programs that they have introduced, and some statistics showing how successful the program has been. In essence, this initiative shows a customer-centric change initiative. The process involved incremental innovation. The culture of traditional club squash is centered around competition - women and girls might want to get involved and stay in the game of squash for fun, social reasons, and enjoyment, as well as fitness, and then maybe competition. Taking a customer-centric view of groups that don't even use your organization yet (or as much as they could) enables innovative thinking and the development of new programmes.