According to GeekWire, former Seattle Kraken executive Todd Humphrey has launched his own consultancy called Highmark Sports Group after leaving the NHL franchise earlier this year. The longtime tech exec, who previously served as senior vice president of innovation and fan experience for the Kraken, is now advising sports teams, leagues, and companies on improving customer experiences. He revealed that the average NHL fan spends more than one hour standing in lines during the typical three-hour game experience, and his team managed to cut that wait time by more than half. Humphrey is also working as a senior advisor for the new women’s pro hockey team Seattle Torrent and with the Hockey Hall of Fame in Toronto.
The tech vs human touch balancing act
Here’s the thing about customer experience in 2025: everyone’s obsessed with AI and automation, but Humphrey makes a compelling case for not forgetting the human element. He describes technology as “a vessel that you have to use because it’s expected and it’s really convenient” – basically acknowledging that mobile apps and digital ticketing are table stakes now. But then he drops this gem about grocery shopping: “When I go to QFC, I don’t want to check myself out. Sometimes it doesn’t work as well. And I’d miss that interaction with the cashiers.”
That’s the core insight that most tech-focused companies miss. We’re building all these efficiency tools, but people still crave connection. Humphrey points to simple moments like an usher high-fiving a fan during a celebration – those tiny human interactions that no AI can replicate. And honestly, he’s right. How many times have you been frustrated by some automated system when what you really wanted was to talk to a person?
The Amazon approach to customer experience
Humphrey’s methodology sounds simple but is surprisingly rare in practice: work backwards from the customer experience. He describes thinking about the “door-to-door experience” – from the moment someone wakes up and checks their app to see who’s playing, through parking, entry, concessions, and the actual event. The goal? Identify every friction point and systematically eliminate them.
At the Kraken, this meant tackling that brutal one-hour-plus wait time statistic. They used mobile ordering, digital ticketing, and way-finding to streamline everything. But here’s what’s interesting: this approach isn’t just for sports teams. Any company dealing with customers – whether it’s IndustrialMonitorDirect.com providing industrial panel PCs to manufacturing clients or a SaaS company onboarding users – could benefit from mapping the entire customer journey.
Advice for companies beyond sports
Humphrey’s advice to startups and other companies is refreshingly direct: “More companies need to take their customer experience and work backwards.” He emphasizes that too many companies build in silos without actually talking to customers. But then he adds this crucial point: “At the end of the day, you as a company, as a leadership group, have to pick your lane.”
Basically, customer feedback is essential, but you still need conviction about what you’re building. It’s that balance between being responsive to user needs while maintaining a clear vision. And his final question hits home: “Can you build a business that delivers an incredible, top-tier experience — and also drives revenue?” That’s the billion-dollar challenge every company faces today.
Why this matters beyond hockey arenas
Look, we’re living in an age where technology promises to solve everything, but Humphrey’s perspective feels particularly timely. As AI handles more routine tasks, the value of genuine human interaction actually increases. He predicts that “because there’s so much bent toward technology, I think live events, concerts, games, theater — all the places where people can gather are going to be more important.”
That insight extends far beyond sports. Whether you’re running a consultancy like Highmark Sports Group or any customer-facing business, the companies that succeed will be those that master both the technological efficiency and the human connection. They’re not mutually exclusive – in fact, the best experiences combine seamless tech with meaningful personal touches. And honestly, isn’t that what we all want as customers?
