Tottenham Hotspur Unifies Fan Experience with Salesforce Technology
Tottenham Hotspur Football Club, founded in 1882 and boasting over 300 million fans worldwide, has transformed its digital fan experience using Salesforce technology. The club's Chief IT and Digital Officer, Rob Pickering, emphasized that the goal was to bring the fan to the forefront of every interaction.
The club started by consolidating fan data into a single customer or fan record in Salesforce, which allows for a unified view of each fan's interactions with the club. This includes match tickets, retail and ecommerce sales, and information about players.
Pickering explained that historically, fans were treated as separate entities across different channels, but with Salesforce, they can now be serviced effectively based on their individual profiles. The club has also implemented Service Cloud and Agentforce to improve customer service and manage its stadium and retail operations.
The AI-powered Ask Spurs bot, available in 11 languages and operating 24/7, helps fans with inquiries. According to Pickering, this proactive approach enables the club to provide better support to its fans wherever they are in the world.