PS&E is also increasing its use of Service Cloud, in conjunction with Marketing Cloud, to transform customer experiences. For example, if a fan tweets about an issue while attending a game, a customer service representative will be notified who can resolve the issue right at the fan’s seat in the Pacers’ home arena, Bankers Life Fieldhouse.
Salesforce integration allows digital marketers using Marketing Cloud to benefit from Pacers’ ticket sales data stored on Service Cloud. “We use Service Cloud as kind of our database of record. It’s been incredibly valuable,” said Throneburg.
With the recent addition of MuleSoft AnyPoint Platform, the marketing team will be able to pull together data from ticket systems, food and beverage systems, and mobile app behavior. “All of these things are living in their own silos,” said Throneburg. “We’re working with MuleSoft now to help connect the dots on some of those pieces that will allow us to take essentially every field of data, make it actionable, and help drive our business forward.”
PS&E’s holdings also include the Indiana Fever of the Women’s Basketball League, the Fort Wayne Mad Ants of the NBA G League, Pacers Gaming of the NBA 2K League, Bankers Life Fieldhouse, and the Pacers Foundation. Future plans include implementing the same digital experiences through Salesforce across this entire portfolio of teams and brands. Said Throneburg, “We are able to drive marketing engagement with our fans by using Salesforce to bring to life all our ideas, thoughts, and strategies.”