Humphrey has dedicated years to leveraging technology to elevate the customer experience. His career spans various ventures, from his early days at Kobo working on e-reader services to co-founding healthcare startup League, leading as CEO at project management company LiquidPlanner, and most recently serving as a senior vice president of innovation and fan experience at the Seattle Kraken.
Earlier this year, Humphrey departed from the NHL franchise to embark on a new journey with Highmark Sports Group, his consultancy aimed at assisting sports teams, leagues, and businesses in enhancing their operations.
While staying close to Seattle’s hockey scene, the Canadian native and former professional hockey player now serves as a senior advisor for the Seattle Torrent, the city’s new women’s pro hockey team. Additionally, he is collaborating with the Hockey Hall of Fame in Toronto.
In a recent interview, Humphrey shared insights into his strategies for helping organizations enhance their customer experiences and strike a balance between integrating new technologies like artificial intelligence and preserving essential human interactions. The conversation has been condensed for clarity and brevity.
GeekWire: Todd, it’s a pleasure to have this conversation with you. How do you envision the intersection of technology and customer experience in 2025?
Todd Humphrey: “I have witnessed the evolution of the fan experience over time. Previously, attending a game involved reading about it in the newspaper, arriving at the venue, inhaling the scent of stale beer and popcorn, and witnessing peanuts scattered on the floor. The in-venue fan experience has undergone a significant transformation, largely driven by technology. I contemplate the entire journey from door to door and all the touchpoints involved. Starting from the moment someone wakes up, they reach for their app to check the game schedule. Providing them with directions to the venue and parking recommendations becomes crucial.
Efficiency is key in guiding individuals to, from, and within the venue. Leveraging technology such as digital ticketing, way-finding, mobile ordering, and payments streamlines this process. Adopting the Amazon approach of working backward from the customer experience, we identify and alleviate friction points throughout the journey.
There is immense potential for teams and organizations to reimagine their customer experiences. This extends beyond sports teams to concerts, museums, and other venues. The goal is to create a holistic and immersive experience that resonates with individuals long after they leave the premises.”
