The Power of Pride: How TeamNL House Made Our Olympic Experience Unforgettable
Have you ever been to the Olympics? Well, neither had I. So, I surprised my daughter with a trip to Paris to watch the women’s soccer final, where Team USA defeated Brazil. However, the real highlight of our trip was visiting the TeamNL House.
Discovering the National Teams at the Olympics
I had no idea that so 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 lucky 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 went smoothly, thanks to a handy app that provided admission tickets, a schedule 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. With 7,000 visitors a day, the venue was a sea of orange—a true celebration of Dutch pride. My daughter and I joined in, wearing our orange outfits (a must at Dutch events!).
How TeamNL House Fostered 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 the Dutch athletes. At the central square, we watched the men’s track cyclists win medals and saw the women’s hockey team take home the gold, which made us even prouder.
Smart branding: TeamNL merchandise and goody bags for kids
Of course, we couldn’t resist buying TeamNL merchandise—from shirts and sweaters to stuffed animals. They even gave out free goody bags for kids, which was a brilliant way 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 got underway with Rob Kemps as MC, and the celebration of the medalists added to the excitement. We watched bronze medalist kitefoiler Annelous Lammerts receive her special medalist jacket, and the ritualistic walk into the arena gave us 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 such as pride and a sense of connection can have a lasting impact on customers and increase their satisfaction.
- Example: TeamNL House fostered a deep sense of national pride through shared experiences, such as watching Dutch athletes win medals and participating in meaningful rituals.
2. Use exclusivity and anticipation to build excitement
- Lesson: Offering exclusive experiences or products, combined with a sense of anticipation, can boost customer enthusiasm and engagement.
- Example: The exclusivity of TeamNL House tickets and the anticipation surrounding the event contributed to the excitement and the overall positive experience.
3. Incorporate branded merchandise and giveaways to boost customer loyalty
- Lesson: Branded merchandise and free gifts can boost customer loyalty and create lasting memories associated with 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 four-part series "Summer CX Experiences: The Good, Bad, Better (this one), and Brilliant."
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Nienke Bloem is often referred to as the Customer Experience speaker in the blue dress.
She is a global CX thought leader, educator, and keynote speaker who inspires audiences with best practices and proven methodologies. She runs a speaking practice, a CX game company, and a training business; she lives and breathes Customer Experience and is the author of two books on CX.
Her two-day Customer Experience Masterclass is known as the best program to prepare for the CCXP, and she is the go-to person for CX leaders who want to advance their leadership and achieve immediate results from their Customer Experience transformation programs. Since 2020, she has been hosting a CX Leadership Masterminds program and helping leaders enhance their leadership skills and deliver an engaging CX story, including a solid CX strategy. In addition, she is a modern-day pilgrim and has drawn parallels between her journey and leading customer-centric transformations.
With over 20 years of corporate experience, she speaks the language of business. Her keynote speeches and training programs on customer experience are inspiring and practical. She is one of the few Recognized Training Partners of the CXPA, and her mission is to make customer experience work and help you achieve business results. Subscribe to her weekly CX Greetz to stay up to date.
