Last year, I decided to join many Torontonians by purchasing seasons tickets for the Toronto Blue Jays. Given the off-season acquisitions, I had high expectations, so when the Jay’s missed the playoffs I was left like many other Jays fans mumbling, “maybe next year”. Perhaps most importantly, I was left considering whether to renew my season tickets.

I don’t know if I said those words too loud, or if someone at the Blue Jays head office overheard me, but a few days later I received a package from none other than Mr. Paul Beeston- the President and CEO of the Toronto Blue Jays. He sent a personally signed letter thanking me for my continued support of the team, apologized for the poor season, and indicated how he and the rest of management were committed to improving the team and continuing in the direction that they began last season. To top it all off, all season ticket holders received a baseball autographed by a member of the 2013 team!

This small gesture left me with the impression that Mr. Beeston and the entire Toronto Blue Jays organization genuinely care about those who support them, taking responsibility for not meeting certain expectations, and truly standing behind their product. You would think that a major league sports team, such as the Blue Jays, would make no added effort to assure their supporters that they were striving to do better, however, they made this added gesture. Unlike many other companies that don’t necessarily stand behind their product, but simply provide lip service, Mr. Beeston and the Blue Jays management team did the complete opposite. Perhaps their efforts can be a lesson to businesses in other industries- no matter what you are selling, when things go wrong, you have to stand behind your product with more than just words! Great customer service goes a long way.

But the story doesn’t end there. In an effort to thank Mr. Beeston for his kind words and wonderful gift, I put a call in to his office. When I called he was unfortunately out of the office so I left him a message. Not expecting to hear anything back, I was amazed when two hours later I received a return call- not from his secretary, nor his intern, but Mr. Beeston himself! We only spoke for five minutes, but he took the time to thank me for my call, and my continued support for the team. He then assured me that the organization is still very much committed to taking a run at the playoffs next season.

For me, it was remarkable to see the President of a large organization personally take the time to thank one of his many season ticket holders, his fan, and his customer! It truly demonstrates how much Mr. Beeston and the rest of the Blue Jays staff care about their customers and stand behind their organization both in good times and in bad. It was also nice to see the organization back up their words by offering me a little insight into what the team is planning to do to make improvements for the next season.

Going into 2014, I look forward to what the coming season has in store for the Blue Jays. If you want to find me, I’ll be in the same seats, beer and popcorn in hand, supporting Mr. Beeston and cheering on the home team!

Go Jays Go!

The Toronto Blue Jays
1 Blue Jays Way, Suite 3200
Toronto, ON M5V 1J1
416-341-1000