Spurs Unleashes Salesforce-Powered Digital Assistant for Global Fans
Tottenham Hotspur FC has embarked on a digital transformation project with Salesforce to create engaging experiences for its massive global fanbase. The club's chief technology and digital officer, Rob Pickering, aims to provide fans with the world's best experiences by leveraging data.
The club had a treasure trove of fan data stretching back decades but struggled to consolidate it due to disparate sources and duplicate profiles. Working with Salesforce, Spurs consolidated over 35 separate data sources into a single fan record, allowing for a centralized source of truth.
This effort powers the Ask Spurs digital assistant, which provides answers to frequently asked questions on topics such as ticketing, stadium navigation, and public transport options. The assistant operates in 11 languages and is available 24/7.