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Fans Are the Champions at Kraft Sports + Entertainment

22 Mar 2023 · 3 min

Watch on YouTube

3:08

This YouTube monologue (uploaded Mar 22, 2023) features a speaker from Kraft Sports + Entertainment describing how Salesforce tools power their fan/customer engagement. The speaker states the New England Patriots have about 6 million customers and recounts buying the team around the 1994 season, recalling ~6,000 people lining up and the stadium selling out. The organization consolidated roughly 15 siloed systems into a single Salesforce-based platform (Customer 360) using Sales Cloud and Service Cloud to enable cross-team collaboration, unified customer views, and scaled digital engagement.

Questions this video answers

About 6 million customers.

Around the 1994 season.

About 6,000 people.

Customer 360, Sales Cloud, and Service Cloud.

Chapters

I think in today's new digital world, everyone wants to feel they're connected to something bigger than themselves. And I'm actually looking to Salesforce to help me stay close to my customer. So the New England patriots have about 6 million customers that we are actively engaged with. And that's one of the reasons that Salesforce has been so incredibly important to us. Salesforce and the tech that it provides to us is powering our ability to be a customer company. The Kraft family and all of our entities, Kraft sports and Entertainment, we want people to be connected to us and feel pride. When we were boys and we'd go to the games with my dad, we were frustrated because the Patriots weren't very good and there weren't any amenities and there was no interaction with the fans or the season ticket holders. Going into the 94 season, I decided to buy the team today. The Pats will be sold to Bob Kraft, the owner of Foxborough stadium. And the next morning I drove down to Foxborough and I saw these people standing in line to buy tickets. I get emotional thinking about it. There were like 6,000 people. We sold the stadium out for the first time in history. And those fans, they were like me. They knew I was one of them. They've put ownership in the fans hands. They've told them, look, you have a stake in this as well as we do. Our customer service at craft sports Entertainment had historically happened in silos or in a vacuum. Being able to pull those all together into a single view and not look at it as what a revs customer is, not look at it as a Patriots customer, as a person attending an event here one time, Instead of having 15 systems, we now have one system, and that system is Salesforce. Our customer 360 has allowed us to manage our interactions with our prospective customers and our current customers more efficiently than ever before. We're using sales cloud and service cloud. We now have all these digital tools at our fingertips. There's opportunities for cross collaboration and opportunities to use that data at scale in a way that we never have been able to before. Now we have the tools, and it's like we've got a bunch of Picassos working over here in our customer engagement departments. Salesforce is a tool of a customer company, and now I have to do everything to put the customer and the fans first. Sam.