United have achieved the EFL Family Excellence Silver Award for the 2023/24 campaign.
Every year, each EFL club has two independent, unannounced ‘mystery shopper visits’ and we receive feedback, reports and recommendations on how to improve. We are then benchmarked against other clubs in our league and across the rest of the EFL.
The club has now received the results from the second visit of 'mystery shoppers' and our overall rating for the '23/24 season. The latest visit was on 2 March 2024, when we faced Reading in front of a crowd of nearly 8,000 fans.
Looking at the two visits combined over the season, we improved our ranking, despite being in a higher division, finishing 4th in Sky Bet League One, compared to last season's place of 6th in Sky Bet League Two.
Overall, we ranked 14th out of the 72 in the EFL, compared to last season's position of 32nd.
During the 2022/23 season, the Blues were given an overall score of 8.0, which has progressed this season to 8.3.
The average score given to clubs solely in League One and across the 72 was 7.7.
Based on 11 categories within the report, clubs are also awarded a touchpoint score.
We were given a touchpoint score of 7.7 from the second visit, matching the average across League One, with the overall score across the EFL being just below at 7.6.
The first visit of the season covered our clash with Derby County on 23 September 2023. Following that, we were given an overall score of 9, compared to the average of 7.5 in both League One and across the whole of the EFL. At the halfway point were placed 2nd in our respective division, whilst also being awarded an average touchpoint score of 8.8, compared to 7.7 in League One and 7.5 across the 72.
'This season's EFL Family Excellence assessments highlight plentiful evidence of really strong family engagement at Brunton Park, home of The Cumbrians. There was an improvement on 2023/23, especially in the first visit and while the second assessment didn’t reach those high levels, it was nevertheless a consistent and positive experience with few gaps.
The Family Zone stood out for our assessors and proved very popular with young fans. The provision of both the Fan Zone and the Family Zone go a long way to demonstrating that the club want to offer more than simply a football match and there is a culture of family excellence that runs through the core of the club.
It is recommended that, to improve the experience, the club look to use social media more effectively to promote some of the wonderful family activities, and also enhance the website information layout and introduce post-game feedback surveys.'
To view the overall report following the second visit, click HERE.
Chief Executive Nigel Clibbens said: “The '23/24 independent report is again very positive and shows improvement. To achieve the Silver Award shows the continuing improvements and hard work that goes on behind-the-scenes, week in and week out. It once again brings huge credit to all the staff. It’s brilliant for all their work to be recognised again.
“We are still continually seeking to improve though, and this independent benchmarking and unbiased feedback is very valuable in giving recommendations and ideas. It also allows us to see how we compare from year-to-year and with other clubs.
“The latest report shows improvement and means we compare really well with other EFL clubs, and our ranking is going up. The opportunities new ownership also now brings, means we are looking to do even better next year.
"We have already established internal groups to target areas for improvement and new investment. We will also continue to work together with fans’ groups through the Carlisle United Supporters’ Groups (CUSG), to make sure fans continue to be at the heart of the development we make to the matchday experience.”
The purpose of this award and inspection process is to help improve levels of family engagement at the club by providing detailed feedback on every element of the new family experience (from finding information to leaving your stadium after the match).
It makes clear recommendations on what could be done to address any ‘gaps’ and strengthen the experience.
The report gives an overall score and individual scores for 11 specific areas.
A summary of the touchpoints is provided, with very detailed assessor feedback and recommendations for improvements (for internal use only).
If we pass the required standards across the two visits, then we can be awarded the EFL Family Excellence Award. This season, we achieved the Silver Award.
The club has achieved the Family Excellence Award in every year, apart from one, since it was established over a decade ago.
