Carol has to find winning strategy off the pitch for Owls

Today, Carol Axe doesn't have to buy a ticket to see her team; she can sit in an executive box if she wants, or choose to soak up the atmosphere among the fans. The fans are, after all, what her job is all about. Recently promoted from marketing operations manager to chief operating officer, she is second in command (to chief executive Nick Parker) of the company that runs a football club with a magnificent history stretching back to 1867.

The press release announcing her promotion talks of her brief to create a "more effective and consumer-friendly environment" at Hillsborough, providing the "best experience possible for supporters." The job is also about "customer-focused people management".

Right. So...she ensures that people enjoy themselves and that the club's relationship with its faithful is a good one. She doesn't think being a woman affects her approach to the role. "This hasn't been seen as a woman-friendly business, so I hope seeing me in this role helps to change that a little. But my being a woman is irrelevant when it comes to peformance."

The best possible experience for the fans would be for Sheffield Wednesday to win lots of matches and make its stay in League One a brief one. Promotion back into the Championship would mean more to fans than the price of burgers at the ground.

Carol Axe's role is to do with off-field operations, so let's not quiz her too much about coaching or signing problems. Relegation isn't a misfortune anyone can lay at her door, after all. But there have been problems on the business side of the business, too, with the sudden departure of chairman Lee Strafford last month and his temporary replacement by former Owls manager Howard Wilkinson.

The club has debts of 26m, and the proposed takeover by Chicago-based business Club 9 Sports fell through a few weeks ago. Wednesday revealed that the level of investment, after expenses, would be "no more than 1.6m", which was significantly less than had been previously discussed.

Four out-of-contract players have been signed and more are on the cards. In the meantime, Carol Axe is making it her business to keep the customers as happy as possible while cutting costs.

She joined the Owls last year to steer everything to do with marketing the club, and the mantra she quickly developed was shared by many: "You can't take the customers for granted. Football has for too long assumed the fans would always be there, but they won't be if you don't look after them.

"Cold soup, slow service and making decisions without giving supporters a say is not acceptable at any club," says Carol. "Our fans were telling us, for instance, that there were front of house problems like the food was poor and prices high. We have a very small window of opportunity to service people at half-time, and we're determined that the quality will be high."

One innovation has been the replacement of the old ticketing system. Next season fans can buy online for 2 less and print their tickets at home, says Carol. A loyalty scheme has also been introduced for the 14,000 season ticket holders and for members.

A recent survey among fans revealed that, 68 per cent felt facilities at Hillsborough, including catering, access and the stadium shop, were good or excellent. Carol's team aim to answer complaints made by supporters, including those aired via the club's website, within 48 hours. The power of the fan websites has grown exponentially, and staff monitor fans' concerns continually, she says. "Their biggest gripes are relegation and the club's finances – a concern often based on misunderstandings. We are in debt but we are cash neutral, not running further and further into debt. We borrowed a lot when we were in the Premier League years ago, dishing out huge salaries to stay there."

Fans have been pleased at the signing of Chris Sedgwick, Jon Otsemobor, Paul Heffernan and Daniel Jones – news of which led to a tenfold lift in season ticket sales. A mid-price season ticket costs 400, and sales are slow at the moment, which the club puts down to the economy and fans' worries about jobs.

Carol and other senior executives have joined in the phone-bashing to talk to fans who haven't renewed subscriptions. This has led to offers such as half-season tickets.

The target is to finish next season in the top three of League One and to try to (at least) match last season's home game average gate of 23,500. There are facilities like women's loos to improve, as and when cash allows, and Axe would ideally like to look to future generations by providing a creche and playrooms.

Keeping standards high in austere times is a difficult role. She doesn't let her fan's heart rule her commercial head, though. "On Saturday I'm a fan. Monday to Friday, it's just another business."

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