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A championship-winning basketball team sought to enhance its fan experience and drive revenue growth by evolving its legacy IT systems. The franchise engaged EY to design and develop a suite of digital solutions aimed at maximizing attendance levels and revenue opportunities. The existing customer relationship management (CRM) system was inadequate, risking the delivery of generic messaging to fans that did not align with their interests or buying patterns. To address these challenges, EY implemented a new CRM system integrated with a mobile app, creating a sophisticated marketing platform capable of tracking customer data and purchasing behavior. This unified system allowed the franchise to analyze attendance, merchandise sales, and food and beverage purchases, enabling them to adjust pricing strategies to ensure optimal seat occupancy. Additionally, the app provided fans with real-time information on the shortest lines for concessions and other amenities, enhancing their overall experience. The results of these initiatives were significant. The franchise experienced a 30% increase in ticket sales following the rollout of the new CRM system, attributed to the enhanced data accessibility for the sales team. Furthermore, the integration of Microsoft Dynamics 365 CRM and Adobe Experience Cloud facilitated automated, multichannel marketing campaigns that delivered targeted messages to fans, driving revenue growth irrespective of the team's performance. In just one season, mobile app merchandise and ticketing revenue surged by 50%, showcasing the effectiveness of the new digital strategy. Overall, the project not only improved the franchise's operational efficiency but also enriched the fan experience, creating a win-win scenario for both the organization and its supporters.
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