Formula 1 boosts fan satisfaction to 88% by making every second count.
See how Formula 1 turns 3x fan growth into lasting engagement.
Formula 1 has grown at the speed of an open-wheel race car. After being featured in a 2019 Netflix series, “Drive to Survive,” the motorsports company has seen its U.S. television viewership nearly triple. It’s not just how many people are watching, but who. Unexpected new audiences, like young people and women, make up more of Formula 1’s 1.5 billion viewers than ever before.
But what comes next may be just as remarkable. Now, Formula 1 needs to find ways to turn that sudden popularity surge into longer-term sustained growth and fan loyalty. One big key to that shift: Experiences that feel personal, like a front-row seat on top of your favorite team’s garage or an email that recommends the cap worn by that team’s driver on the winner’s podium.
Fan engagement like this requires lockstep sales and service powered by much more than legacy spreadsheets. Salesforce Customer 360 turns Formula 1 teams into a personal pit crew for each customer.
With a shared view of customer data and powerful real-time insights from Salesforce Data Cloud, sales, service, and marketing pros can delight fans with well-choreographed speed and consistency. Here’s how they do it.
How Formula 1 Engages More Fans to Grow the Sport Worldwide
1. Achieve 88% fan satisfaction by connecting sales and service data.
Formula 1 interacts with thousands of fans over a race weekend. But service agents can feel overwhelmed if each inquiry appears to be a separate contact rather than a familiar face.
“We’ve improved the processes, templates, speed of resolution, tooling, and how our teams navigate,” said Kemp. “In turn, that means the fan is getting a quicker response from a more knowledgeable agent.”
Now, fans can self-serve on a Formula 1 community page to report login and streaming issues on F1 TV, the brand’s live Grand Prix streaming service.
First-call resolution has also reached 86%, thanks to automated chatbots and refined processes agents can use to maintain consistency. Formula 1 service professionals have time to actually work on open cases instead of juggling new inquiries. This has allowed the brand to serve more fans in 2022 than the previous four years and even grow fan satisfaction from 70% in 2018 to 88% in the second half of the year.