Improve Business Systems - Create Raving Fans

 

November, 2009
Video Case Study: Comcast Spectacor Sales & Service Application

November, 2009
Mark DiMaurizio of Comcast Spectacor at Dreamforce 2009

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Business Challenge

Comcast Spectacor, a sports and entertainment firm that owns and operates sports franchises and stadiums, manages concerts and entertainment venues, and owns and operates food and beverage facilities, required sales and service enhancements to make their customers "fans for life."

Solution

Acumen Solutions, drawing on its deep Customer Relationship Management process re-engineering and cloud computing experience, was well positioned to customize and deploy an integrated technology solution that fulfilled the business requirements. Some of the advantages that Comcast Spectacor now enjoys include:

• 360 degree view of the customer
• Improved capability to manage contacts, accounts, leads and opportunities
• Enhanced reporting capability providing visibility into pipelines and forecasts by teams, various lines of business, management and across the entire organization
• Integration with the external marketing system to obtain intelligence on prospects' web browsing habits, email marketing campaigns, and email-to-sales and click-to-sales success rates
• Analytics on past purchase patterns to identify premium customers, qualify promising leads and cross-sell within various lines of business
• Integrated sales and service deployment to improve service levels, response times, case escalations, resolutions and customer satisfaction

Technology & Skills

• Salesforce.com SFA
• Enterprise Data Architecture
• Application Development

Return on Investment

In a relatively short period, Comcast Spectacor was able to attain the following benefits directly from the successful implementation of this solution:

Financial Benefits

The project produced the greatest possible value relative to its cost by streamlining business processes and improving customer service which resulted in customer satisfaction and new cross-selling opportunities. By correcting deficiencies, Comcast Spectacor significantly improved the quality of its data to better manage leads, contacts and accounts which produced thousands of new opportunities. The company generated sizable financial benefits by enhancing measures taken to validate and maintain the integrity of data such as eliminating duplicate records or invalid and out-of-date information.

Effectiveness

The client attained significant value having the ability to easily track communication with the customer from lead through post-sale activities along with information such as customer status, enhanced demographic information, lead source information, enhanced cross-selling data and transaction history.

Strategy

The successful delivery of the solution enabled the client to create strategic objectives in order to communicate with each customer in a personalized and direct manner. Ultimately, Comcast Spectacor acquired a more personal relationship with its customers, enhancing the overall experience of fans.

Efficiency

By providing quicker and easier access to data and adapting new business processes and requirements, the client increased producitivty and efficiency for sales and service personnel and therefore optimized its revenue.