Comcast-Spectacor Scores Customers in the Sales and Service Clouds

Challenge

• Leader in sports and entertainment wanted to create more innovative and immersive sales and renewals programs
• Needed to gather detailed profiles and purchase histories to tailor offers and keep customers engaged
• Wanted to better connect with customers in social communities like Twitter
• Used Acxiom software to store customer information, but found the solution unable to support its sales, complex activity management, and service needs
• Wanted to continue getting highly qualified leads with Eloqua; required seamless integration
• Management wanted a solution that could be deployed and maintained with minimal resources

Solution

• Considered on-premise CRM solutions, but chose salesforce.com
• Performance, functionality, and ease of use were key
• With Acumen Solutions, rolled out Salesforce CRM Unlimited Edition in just 3 months to 180 employees across multiple sports teams in customer service, sales, marketing, finance, and management
• Ticketing system integration brings together purchase and customer data' the company calculates customers’ lifetime value to determine their best customers and more effectively market to their best prospects
• The Service Cloud helps fulfill season ticket holder benefits, such as Zamboni rides and player meet and greet events.
• Records customer communications as diverse as broken cup holders or additional tickets; workflows help resolve issues quickly.
• Tracks all customer issues and its resolution in the Service Cloud; Force.com workflows ensure unresolved cases are escalated based on company priorities.
• Integration with Eloqua helps the company track, manage and measure campaign responses, monitor Web site visits and react to leads generated online quickly and efficiently
• Custom tabs adapt the salesforce.com interface to meet the needs of a company with multiple business lines
• Access Hoovers from AppExchange helps Comcast-Spectacor gain sales intelligence and target more effectively
• Dashboards include Eloqua data--online leads and campaign disposition--as well and provide real time updates on ticket sales and renewals; information can be sorted by customer lifetime value to prioritize targets
• Integration with Microsoft Outlook documents customer communications
• Salesforce.com Training & Certification programs helped administrators learn about the solution’s capabilities and how it could be configured for their businesses

Results

• Fan engagement programs are driving increased sales and renewals
• Flyers and 76ers season ticket accounts are tracked with more critical data, allowing the company to maximize renewals
• Deploying Salesforce CRM for Twitter to search, monitor, and join conversations taking place on Twitter directly in the Service Cloud
• With Salesforce CRM Sales, accounts no longer fall through the cracks and reps can more easily prioritize which ones to nurture
• More detailed profile and purchase information enables better customer service for accounts and more innovative and effective targeting for leads
• Central customer database has almost eliminated the need to purchase lead lists; reps can focus on the accounts and leads already in Salesforce CRM