The Business of Sport: Are Our Venues Letting Us Down?

Sport is big business, and sponsorship has never been more popular. I recently read that a whopping 65 percent of the €26bn market for European sponsorship is accounted for by sports. Companies jump at the chance to drive brand awareness and market share through association with clubs or events. But are sponsors really getting bang for their buck?

To me, the live event is one of the most underestimated areas of sports sponsorship. It’s uncanny that as consumers, we are ultra-connected, inherently well-informed, and hold the power to alter brands reputations, yet we don’t wince at the third-rate customer experience we typically get when we enter a stadium. In Europe especially, many of our venues are communication black holes. We’ve come to expect bad WiFi and limited mobile signal–along with the warm beer and long queue for the toilets at half time.

While poor connectivity is a symptom of the sturdy design of the stadiums themselves (and of networks unprepared to handle high concentrations of mobile devices and bandwidth-hungry apps), the under-servicing of loyal customers is purely a missed opportunity for venues, clubs and sponsors.

How long before sports fans call time on the status quo?

Nowadays, we not only expect a once-in-a-lifetime adventure match-side, we want to be able to capture and share our experiences with the communities we’re part of. Today, most of that is done digitally on mobile. Cast your mind back to Wimbledon 2013 when ‘Murray Mania’ sent the world into a social frenzy and 1.1 million people tweeted 2.6 million times, using tennis-related hashtags. Nearly 80 percent of those tweets came from mobiles.

Mobility gives consumers power to act in the moment. And when you give this power to an emotionally-charged captive audience–such as a stadium full of sports fans–magic happens. That’s when we start to see collective sharing through Twitter and Facebook, rapidly evolving social trends and hashtags, and viral brand awareness that is hard to engineer.

It’s no surprise then that sponsors are looking for more than just putting their names to stadiums or their logo on the team’s shirts. To make a large sponsorship investment worthwhile, brands want to monetize a massive captive audience. They want to influence fans through powerful digital channels, and build an emotional engagement on both a personal and viral level. Venues are recognizing that this level of fan engagement pays dividends for them too, through additional purchase and direct digital marketing.

Technologies like contactless payments and stadium apps to help you find a parking spot or access player information on the last goal scorer have incredible potential to boost engagement for fans and advertisers, especially as younger fans demand greater digital interaction with their team, their surroundings and their friends. But without the supporting communications infrastructure, these connected technologies are as good as redundant–and our venues will be too.

Encouragingly, the level of connectivity in stadiums across the UK and Europe is expected to grow over the next two years with a number of venues already leading the way.

In the run up to this year’s Investec Ashes series, Glamorgan County Cricket Club’s SWALEC Stadium in Wales is the latest ground to respond to this shift, by fitting a brand new communications network to support next-generation media coverage of the first Test match.

Accompanying 120 journalists from around the world will be a myriad of bandwidth-hungry devices, many of which will be used for live video streaming and second screening, as well as social media reporting. Looking to the future, the club’s ultimate goal is to deliver a 21st-century fan experience by becoming the world’s most technically advanced cricket stadium. It will use technology to reinvent the spectator experience in cricket through custom apps, e-commerce, marketing initiatives and promotions, and to boost the value proposition for sponsors.

So we see that sport is already becoming a fully-connected world and venues have an opportunity to become industry leaders with the right technologies in place. With the sports sponsorship market in the UK forecast to grow by almost 15 percent between now and 2018, let’s hope our venues don’t let the side down.

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Check out the Cool Avaya Omnichannel Contact Center Demos at ICMI

Sometimes you travel to Orlando to really fun destinations. But this May 22-25, when you arrive in Orlando for the 2017 ICMI Contact Center Expo and Conference, we think you’ll be heading for what we like to call the second happiest place on earth. Visit Avaya’s Booth 623 for a fun omnichannel contact center experience that shows you how to create satisfaction—happiness—for customers throughout their interactions with your company.

Each year, contact center executives gather for a few days of education on the latest innovations designed to ensure customers have a great experience. I might not meet up with Mickey from Disney, but I may get together with Alex from Norwegian Cruise Lines, an Avaya customer, and many others who are going to have a wild ride at our cool contact center demos. We’ll show customer-focused companies our latest innovations. This includes the Avaya Oceana™ Solution for contact centers, which enables you to provide a greater customer experience over every communications channel—phone, email, web, SMS, chat, and more. And Avaya Aura® Workforce Optimization, which helps you drive a better customer experience by generating relevant and timely insights from each interaction.

At our demos, we believe customer service professionals will be as excited as kids visiting Goofy. Why? With just five minutes of prep, we can put your corporate website into our Avaya Oceana contact center transformation demo. We’ll set up a live, fully functional omnichannel contact center for taking calls and chat sessions from your website. It’s like magic to see a retail website suddenly support chat and WebRTC-based voice. We show you the exact experience your customers would have. Want to add voice? Will do. How about co-browsing and secured form fill? Done. How about a custom application for the iPhone? Done and fun!

Then we’ll add in our workforce optimization tools, giving you a 360-degree view of how to move from the old world of 800 numbers to the new world of a multi-touch omnichannel contact center. It all works with all of our Avaya solutions (which are used by 90% of the Fortune 100). It’s a great ride—with no height restrictions and guaranteed to be eye opening.

Visiting an Avaya booth at any tradeshow is a unique experience for many reasons:

  • Each demonstration we do is customized. The best way to show you the power of Avaya is to give you a glimpse into what your actual solution could be. If a vendor shows a canned demo, it might be an indication that the technology is not flexible or easy to customize.
  • Each demo shows multi-touch channels in action. Click on a live representation of your company’s mobile application and it connects to an agent. Follow the experience like your customers would.
  • We show the entire customer experience. A customer journey map shows the entire customer experience so that agents can add value to previous transactions and steps. By knowing what a customer has done in the past, or what a customer tried to do, an agent can be one step ahead with a relevant response.
    If a customer chatted with an agent yesterday and places a phone call today, it’s likely that both contacts are about the same transaction. An agent can see what information was exchanged with another agent, so the current agent can continue the customer journey fluidly. It’s a great way to reduce agent time requirements, while making the customer experience more personalized.
  • We are passionate about making a difference for your business. Meet an Avaya team with years of contact center experience and dedicated to helping your company create a competitive differentiation by transforming your customer experience.

We hope to see you at the ICMI Contact Center and Exhibition in Booth 623. We’ll have you saying “supercalifragilisticexpialidocious!” (Did you know Microsoft Word has supercalifragilisticexpialidocious in the dictionary?)

If you can’t make it to a show, an Avaya associate or partner can demo our solutions in person or online. To schedule a demonstration at the ICMI event or at another time, please email me at blgutnick@avaya.com.

Customer Journey Analytics vs. Traditional Analytics—Know the Difference

It’s expected that 60% of all large organizations will develop customer journey mapping capabilities by 2018. Why? Because the average consumer isn’t so average anymore. Consider that a typical customer now owns three personal mobile devices, each with anywhere from 10 to 20 downloaded apps. This individual owns an average of five social media accounts, nearly three of which are actively used. Additionally, the average office worker receives up to 121 personal emails per day. Just imagine what these figures look like for consumers on the high end of this engagement spectrum.

To get a snapshot of my own activity, I followed these simple instructions to figure out how many emails I receive. It’s 10 a.m. and I show 59 emails received (up from 47 just two minutes ago). And tweets average around 6,000 per second—I have 1,175 in my queue based on who I am currently following. The question is: How do you bring your email, tweet, post, or blog to my attention amid all the clutter?

When we look at what this means to customer experience it is worth noting that we’ve reached a point where over 40% of customers now use up to seven different channels to interact with brands, from live chat to email to social media to SMS. Businesses increasingly understand this fact, and they’re taking the necessary steps to ensure they can deliver consistent, contextualized experiences across various channels and devices.

Each of the devices and channels offers its own set of diverse scenarios for linking to other devices and channels, making no two customer experiences the same. The not-so-good news is that businesses are still grappling to understand customers’ actions across these various touchpoints. They need to leverage data but, in fact, 43% of companies currently obtain little tangible benefit from their data, while 23% admit they derive no benefit whatsoever. Organizations are struggling to create a data strategy that delivers the insights needed to drive anticipatory engagement and repeat spending.

The bottom line is that a business can support virtually every interaction channel. However, without a comprehensive view of the data generated and shared across those channels organization-wide, it will fail. Supporting an array of channels is simply not enough. Businesses must gain an inherent understanding of how customers are using these channels so that they can adapt, evolve and change as needed. This is where the ability to understand your data—specifically, customer journey analytics—becomes vital.

The solution here may be simple to describe, but implementing it isn’t. Adopting customer journey analytics means businesses must now support a powerful, real-time visualization of the customer journey across all lines of business, not just the contact center. They need a roadmap to continually reinvent key processes and fine-tune organizational behavior. They must harness real-time and historical data across all channels and devices to intuitively understand customer needs and optimize business outcomes. Most challenging of all, they must do this in a way that shows tangible ROI and improves TCO.

To make customer journey analytics work, businesses must take a critical step from ideology to implementation—a move that can often feel like a leap of faith.

But there’s good news: technology has evolved to a point where companies can now easily, effectively and cost-efficiently achieve these core data objectives. The key is investing in an extensible, omnichannel customer engagement solution.

Your customer engagement solution should boast simple capabilities. It should be pretty easy to create and manage dynamic, multi-touch customer journeys. And you need a built-in, flexible analytics and reporting platform to deliver a single, comprehensive view of customer data across all sources, both internal and external. This lets you compete using customer journey analytics, and also easily add third-party data sources to amplify their strategy.

A customer engagement platform redefines the way businesses engage with digital consumers. Here’s how customer journey analytics stand apart from traditional reporting and analytics:

  • Obliterates Siloes: A siloed environment is the greatest barrier to data success, and it’s affecting more businesses than we realize. According to Deloitte’s 2017 “Contact Center Benchmarking Report,” nearly 60% of customer channels are currently being managed in silos. Analytics integration is vital for competing on customer experience (CX), an initiative that traditional analytics tools simply can’t support.
     

    Built on open, extensible architecture, a customer engagement platform has unparalleled flexibility for gathering transactional information from numerous different channels (IM, co-browsing, SMS, phone, email, IoT) and devices (phone, mobile/tablets, branch, desktop, kiosks). This enables companies to flexibly collect, process and analyze all real-time and historical data. They gain a rich visualization of their customer journey enterprise-wide. This means consistent, contextualized experiences no matter where and when interactions begin, end, continue—and no matter how many company agents are communicating with the customer.

  • Seamlessly combines internal and external data sources: The open nature of a customer engagement platform enables companies to combine internal data with that of virtually any other business intelligence (BI) tool. For example, insights collected internally can be combined with data from visualization tools from leading providers like MicroStrategy, Oracle, SAP and Tableau. This lets managers maximize the return on their existing investments, while driving their potential beyond what was initially imagined.
     

    Furthermore, this unique ability lets managers generate cradle-to-grave customer interaction reports, enabling them to identify innovative new ways to meet consumers’ evolving needs. Chances are you’re not going to get this with traditional reporting and analytics platforms.

  • Transforms the agent experience: A holistic customer engagement platform redefines agent and supervisor experiences by allowing companies to easily create, customize and integrate key applications for specific work groups. Supported by an advanced software development kit, companies can build their own contact center apps, or embed specific functions into their existing apps, to customize desktops for any unique customer/agent configuration. The solution represents a revolutionary way to serve digital consumers. And, it offers managers a new avenue for analyzing performance metrics for all ways customers are served.

With customers using more digital channels than ever, it’s clear that now is the time to adopt customer journey analytics via a customer engagement platform.

Interested in learning more or chatting about transforming your analytics environment? Contact us. We’re here to help and would love to hear from you.

Join us for the Transformational Journey: Avaya Evolutions is Now #AvayaENGAGE

For over 11 years Avaya Evolutions Mexico has been the milestone event for Mexico’s technology market, with over 3,000 visitors in each edition. This year Avaya Evolutions transforms into #AvayaENGAGE Mexico. Following Avaya Engage events in Dubai and Las Vegas, this is the third and final location on our tour, and the largest thought leadership event in Latin America. This must-attend event brings together top senior executives, industry leaders, technology innovators and key decision makers to reimagine the possibilities of Digital Transformation and Cloud.

In the past, Dr. Zedillo, Former President of Mexico; Felipe Calderon Hinojosa, former President of Mexico; Jose Fernandez, NASA’s first Mexican American Astronaut; Steve Wozniak; and Guy Kawasaki have all been a part of Avaya Evolutions.

Evolutions began in 2006 in Mexico as the annual premiere technology forum before expanding internationally in June 2010. The Evolutions tour gathered over 30,000 attendees in 15 different cities across the U.S., Central America, and South America, receiving the Internationalist’s Innovation Global Media Award in 2012. The success of these global events was made possible by the continuous commitment and support of our partners and sponsors.

When customers join us this June in Mexico City, they will be introduced to the latest concepts on smart digital economies from forward-looking organizations. At the Digital Transformation Lounge, customers can experience innovative demonstrations and view software solutions live.  

Join us to learn how the experience is everything. Gain knowledge and insights to make informed decisions to support your digital transformation journey.

We are bringing together an exciting lineup of keynote speakers at #AvayaENGAGE Mexico. We’re featuring Kevin Kennedy, Avaya CEO; Morag Lucey, Avaya CMO; and Gary E. Barnett, Avaya Senior Vice President and General Manager, Engagement Solutions. You can find us on Twitter @Avaya. Follow us in early May as we announce our very special guest speakers.

Join us in Mexico City on June 21 for a can’t-miss next-gen experience. I hope to see you there!