CUSTOMER SUCCESS STORY SEGMENTATION
Oklahoma City Thunder Creates Personalized Fan Experiences NBA basketball team Oklahoma City Thunder prides itself on giving fans the ultimate professional sports entertainment experience. “Everything we do revolves around making sure our fans have a superior experience,” says Scott Loft, vice president of ticket sales, retention, and database operations. “We conduct a lot of surveys and use online forms to gather data about our fans to try to
“Everything we do revolves around making sure our fans have a superior experience.” Scott Loft VP of Ticket Sales, Retention, and Database Operations Oklahoma City Thunder
enhance their experience at every turn.” Scott and his team use that information to create customized, meaningful communications and online content. CHA L L E NG E S • Creating genuine, meaningful fan experiences • Ensuring all fan communications are pertinent and personalized SO LU TIO NS • Cross-channel marketing • Content marketing • Social marketing • Targeting and segmentation RE SU LTS • Renewed more than 97% of customers annually during the last three years. • Averaged a net promoter score of 85% annually during the last four years. • Collected more than one million pieces of information from fans. Oklahoma City Thunder uses a CRM system and Oracle Marketing Cloud segmentation tools and online forms to create a preference center that stores thousands of data fields and data sets based on 25 to 52 pieces of information provided by each fan. Key pieces of information include: favorite player, favorite opponent, favorite arena entertainer, birthday, anniversary, social media profiles, and other demographics and psychographics. Scott and his team use this data to create and send personalized emails to fans —such as birthday e-cards from a favorite player, information about upcoming events and special promotions, and other dynamic content —throughout the year. The results speak for themselves. Oklahoma City Thunder sends more than 15 million emails per year. During the last three years, the organization renewed more than 97% of the fan base. Over the last four years, the organization has averaged a net promoter score of 85% each year. The Thunder continues to be humbled by these numbers. “We owe our success to the love and support of our fans,” says Scott. “We will continue to use these tools to deliver meaningful fan experiences.”
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