Indiana Pacers tap automation to engage with fans, drive revenue| Interactive Customer Experience (ICX) Summit 2022

Indiana Pacers tap automation to engage with fans, drive revenue| Interactive Customer Experience (ICX) Summit 2022


Collaboration and communication are key to attracting fans and boosting ticket sales for the Indiana Pacers basketball franchise. The strategy is the focus of a keynote speech at the upcoming ICX summit in June.

| by Judy Mottl – Editor, RetailCustomerExperience.com and FoodTruckOperator.com

Attracting fans, interacting with fans, and connecting with fans are the main drivers of a digital contact generation strategy undertaken by the Indiana Pacers organization that focused on integrating customer forms and optimizing automation processes.

The basketball franchise focuses on improving processes to drive ticket sales and increase revenue and found success with a solution developed by its internal customer engagement department.

The strategy is the focus of a keynote presentation, “How the Indiana Pacers Scored Big with Data-Based Automation and Decision Making,” at the upcoming Networld Media Interactive Customer Experience Summit Group, to be held June 1-3 at the Hilton. Columbus to Easton and Ohio.

The annual event, organized by the Networld Media Group Interactive Customer Experience Association, is a three-day conference that provides a forum for B2C executives to share success stories and how they use interactive technologies to improve customer experience. The mission of the partnership is to connect the brands, vendors, agencies and more that are working to create transcendent customer experiences.

Pacers’ main presenters are Sydney Lesko, marketing cloud manager, and Taylor Bloom, Pacers Sports & Entertainment’s associate director of customer engagement.

Lesko has been working with Pacers Sports and Entertainment for almost three years and strives to connect and create automation between CRM and cloud marketing to optimize PS&E solutions and obtain information for internal stakeholders. Its main projects include automated, multi-step travel, Interaction Studio data capture usage cases, and optimization of a recently released SMS program, a messaging system that allows fans to choose to receive information about Pacers Sports and Entertainment.

Bloom has more than five years of experience in the sports industry and is a former Salesforce Pathfinder student. He directs the customer participation space as Associate Director of Salesforce Products at Pacers Sports and Entertainment.

RetailCustomerExperience contacted Lesko and Bloom in an email interview for a preview of their main presentation.

Q. The strategy involved modernizing key performance indicators. What motivated this effort? What was the problem and how did you evaluate internally the best way to find a solution?

A. As we know, COVID affected more companies than not. For Pacers Sports and Entertainment, it changed who wanted to return to the cottage and when. Although we adjusted our approach to many things, we were able to review how we measured success. We needed to be able to establish a connection with those interested in attending events in a timely manner. We were able to review parts of our lead generation process and assess which parts we could affect. This meant integration and automation, which reduced our time to touch first KPI by 40%.

Q. Was a technology partner or a service partner incorporated or was it all internal and, if internal, required collaboration between various divisions? And when did it start and complete or is it a strategy that is in constant process?

A. The digital contact generation solution was built in-house by our customer engagement department along with our web development team. We used a custom solution we created at Salesforce with Formstack, a local data capture company, to modernize and optimize our lead generation process. During the summer of 2021 we conducted an internal audit to determine which processes could be improved within our department to generate more ticket sales and increase revenue.

We found that our current interest forms for the entries on our website were cluttered, difficult to find, and required manual entry on our CRM platform. We decided to create custom integrated forms for all possible ticket packages (full season, suites, group tickets, premium, etc.). This is an ongoing process that we now use for all Pacers property entry forms. This solution has allowed us to reduce the time of the first touch and make the most of the “hot contracts”. We’ve also created a visual dashboard for sales managers to see how many leads arrive each week, how many leads are assigned to each rep, and the revenue generated from the new entry interest forms.

Q. Any lessons learned or tips you can share with other companies that may be following the same path?

A. Collaboration and communication are key! Some of the most advanced and effective automation we’ve done was created to solve a problem that another department brought to our attention. We continually emphasize that our functions should facilitate day-to-day operations, including automation, insightful analysis, and customized solutions. This contact generation automation was created after hearing from the sales department how tedious the process was for your team to import new leads, assign them to a sales representative, and track their sales progress. sales. We pride ourselves on our ability to create custom solutions and never say anything is impossible.

It is not too late to register for the Summit as arRegistration is open until May 27.



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