Enticing fans, engaging with fans and connecting with fans are the prime drivers in a digital lead generation strategy that the
The basketball franchise is focused on improving processes to drive ticket sales and increase revenue and found success with a solution developed by its internal customer engagement department.
The strategy is the focus of a keynote, "How the Indiana Pacers Scored Big with Automation and Data-driven Decision-making," at the upcoming
Interactive Customer Experience Summit, hosted by
The annual event, hosted by
The Pacers' keynote presenters are
Lesko has been with
Bloom has five-plus years of experience in the sports industry and is a Salesforce Pathfinder alumna. She is leading the customer engagement space as the associate director of
RetailCustomerExperience reached out to Lesko and Bloom in an email interview for an early preview of their keynote presentation.
Q. The strategy involved modernizing Key Performance Indicators. What prompted that effort? What was the issue and how did you go about internally assessing the best way to find a solution?
A. As we know COVID impacted more businesses than not. For
Q. Was a technology partner or services partner brought in or was it all internal and if internal did it require a collaboration between various divisions? And when did it start and complete or is it a strategy that is constantly in process?
A. The digital lead generation solution was built in house by our customer engagement department along with our web development team. We utilized a custom solution we created in
We found our current ticket interest forms located on our website to be clunky, difficult to find, and they required manual entry into our CRM platform. We decided to build custom integrated forms for all possible ticket packages (full season, suites, group tickets, premium, etc.). This is an ongoing process we now use for all ticket interest forms on the Pacers property side. This solution has enabled us to decrease time to first touch and fully take advantage of "hot leads." We also created a visual dashboard for the sales directors to see how many new leads arrive each week, how many leads each rep is assigned, and the revenue generated from the new ticket interest forms.
Q. Any lessons learned or tips you can share with other companies that may take the same path?
A. Collaboration and communication are key! Some of the most advanced and effective automations we have completed were created to resolve an issue another department brought to our attention. We constantly stress that our roles should make the day-to-day easier including automations, insightful analytics and custom solutions. This lead generation automation was built after hearing from the sales department how tedious the process was for their team to import new leads, assign them to a sales representative and track sales progress. We pride ourselves on our ability to build custom solutions and never say something is impossible.
It's not too late to register for the Summit as
r
egistration is openthrough
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