In an period when
TV watchers have extra choices than ever, programmers that may faucet into viewer
sentiment have a definite benefit.
That’s a realization that Doug Kramon got here to some time in the past, when it grew to become clear to ESPN’s senior director of fan help and buyer care that stay sport attendance was on the decline and extra folks have been selecting to soak up the motion from the consolation of their couches.
“The viewing expertise from residence has advanced right into a ‘just about there’ expertise,” Kramon mentioned in the course of the digital breakout session he co-hosted with RXA CEO Jason Harper throughout Domopalooza LIVE & On-Demand. “However nice commentary and delightful digicam angles are usually not sufficient for our followers if we wish to see them once more.”
In an effort to retain eyeballs and make every fan ESPN’s “VIP,” Kramon turned to Domo and RXA, a number one utilized synthetic intelligence and information science firm. What they’ve given him are real-time insights into how ESPN broadcasts—and particularly UFC pay-per-view combat nights—are being obtained.
“We now have
this clear window into the problems viewers have”—which usually stem from
confusion brought on by all of the promotional noise—”and what the severity is of
these points,” mentioned Kramon. “(Domo and RXA) have enabled us to handle the
firehose of information coming in so we will present followers with the assistance they want, when
they want it, with out making them wait in a queue.”
To get to that stage, Domo and RXA developed and deployed an answer able to extracting key phrases and data, analyzing sentiment, and summarizing all the pieces that’s been pulled from numerous channels for sharing with ESPN’s buyer care groups—or, what Kramon calls “personalized pit crews.”
To additional support viewers, ESPN pushes out notifications via AI chat bots, FAQ alerts, and live-site bulletins. The results of all of those efforts? Over the 12-month interval ending March 7, 2020, buyer satisfaction was up by 9%, and buyer self-service by 200%.
“This issues,
as a result of it reveals anybody who values or works in buyer expertise what’s
potential,” mentioned Kramon. “And none of that is anecdotal; it’s precisely what
clients are saying on social media and to our care crew.”
Right here’s what
else is true: Whereas Kramon is within the huddle on what Domo and RXA are doing,
he’s not required to be an information knowledgeable. He will get to depart all of the heavy lifting
to his companions, which permits him to concentrate on including worth to the enterprise in
different methods.
“Do I do know SQL? Do I do know Python? Do I do know R?” Kramon requested, rhetorically. “I do know none of these coding languages. However I don’t have to know them. And also you don’t have to, both.”
To observe the breakout session, click on right here. To find out how Domo might help you create higher buyer experiences, go right here.
