Comcast-Spectacor Scores Customers in the Sales and Service Clouds

Challenge

• Comcast-Spectacor, a leader in sports and entertainment, wanted to create more innovative and immersive sales and renewals programs. To tailor offers and keep customers engaged, the company needed to gather detailed profiles and purchase histories.
• Comcast-Spectacor used Acxiom software to store customer information, but found the solution unable to support its sales, complex activity management, and service needs.
• The company had a successful track record with Eloqua and wanted to continue to get highly qualified leads as quickly as possible. Seamless integration was a requirement for any new system.
• Management wanted a solution that could be deployed and maintained with minimal resources.

Solution

• Comcast-Spectacor considered on-premise CRM solutions, but eliminated the need for servers and infrastructure by choosing salesforce.com instead. Performance, functionality, and ease of use were key.
• With assistance from Acumen Solutions, Salesforce CRM Unlimited Edition was rolled out in just three months to 180 employees across multiple sports teams in sales, marketing, customer service, finance, and management.
• Salesforce CRM Sales houses information on hundreds of thousands of Comcast-Spectacor’s accounts. Task and activity management make sure customers are touched at the right time and stay engaged.
• 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.
• Salesforce CRM Service helps fulfill season ticket holder benefits, such as Zamboni rides and player meet and greet events. It also keeps a record of customer communications as diverse as broken cup holders or additional tickets; workflows help resolve issues quickly.
• Comcast-Spectacor 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 the 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

• Comcast-Spectacor’s fan engagement programs are driving increased sales and renewals; Flyer season ticket renewals are trending ahead of prior year.
• The company is considering deploying Salesforce CRM for Twitter, which will let it 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.