Burnley manager Sean Dyche surprised a host of Clarets fans on Thursday when he rang them at the official opening of a new call centre.
The club has opened the new centre at the ground, manned by ticket office staff and students from UCFB and aimed at driving up attendances at Turf Moor.
They will make direct contact with lapsed season ticket holders and occasional visitors to Turf Moor to find out their reasons for losing touch with the club.
And Dyche, with the help of goalkeeper Tom Heaton, made the first calls, speaking to a number of supporters to discover their reasons for not renewing season tickets this season.
The call centre is the brainchild of co-Chairman John Banaszkiewicz, who is steering the drive to win back fans.
He said: “We have had a fantastic start to the season and are close to breaking records and we wanted to be able to appeal to fans to come on down and watch this special team.
“We are particularly targeting lapsed season ticket holders, while always being aware there will be many varying reasons why those supporters are either unwilling or unable to attend on a regular basis.
“If we look at our database, we have details of all supporters, from regular season ticket holders to those who have only ever attended one game.
“But it’s important that we speak to a cross-section of those who do not come regularly to see if there are ways we can help attract them back.
“Sean and Tom Heaton were was delighted to help out and make the first calls and I think they probably caused a few heart attacks when supporters answered their calls.”
Burnley have already launched incentive schemes aimed at supporters, such as the Flexi-Ticket package that allows fans to choose a number of games for one set, discounted price.
And Banaszkiewicz will also head-up a task force of invited people, aimed at coming up with more inventive schemes to help raise attendances at Turf Moor.