I have mentioned a few times this season how impressed I have been with the way the new executives at St Mary's have hit the ground running and made such progress in most areas.

This week I attended a gathering of supporters club representatives and the media where Andy Oldknow, the commercial director, announced a new division he is setting up called Supporters Services.

It's the first of its kind in football, a dedicated division for supporters needs and requirements.

It's been done to enable the club to meet obligations to its supporters and it will be headed be David Luker.

One or two initiatives have already been put in place. For example, the OAP benchmark being reduced to 60 and a firm commitment for next season that the teenagers concession will go to 16 instead of the present 14.

It really is a commitment for the club to listen and learn and enable fans to have regular dialogue which, in time, will provide more products and services that are tuned into our supporters.

From day one, Michael Wilde has stressed that the ultimate goal is to help elect a supporters representative to the club's football board.

At present there are upwards of 20 supporters groups, not only in England but Australia and America.

I recently had the pleasure of meeting some of the members of the Cornwall branch who made me their honorary president a couple of years ago and who travel so many miles to every game, home and away.

Naturally, all of these groups have always had queries and possibly complaints.

The new set-up will enable them to channel all their views to their eventual elected representative who will work closely with David Luker.

I know myself how very devoted some of these supporters club members are, having recently visited both the London and Basingstoke groups.

From that point of view, the club has opened its doors wider than most I have come across.

The reaction at the gathering this week was favourable and, whilst no club can expect to get away without any criticism over a whole season, the new people have proved they are willing to listen and learn.

The loyal fringe' as I like to call them will have their say in public at 3pm every week regardless of any rules and regulations - and long may that freedom continue.

As I have already said in the Echo - and it could be because I'm getting older - whilst I admire this group for their support through thick and thin, I do hope they can learn a few new songs with their traditional humour attached which do not include the odd swear word I have noticed this season.

But please keep up the singing, keep up the noise, keep up the support which has often changed a game when the team has not been able to make a breakthrough.

That sudden burst from the Northam End undoubtedly gets everybody going again and there is a visible extra spring in the step of the players on the field.