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Three ways to provide more relevant customer experiences

Ross Moses, Senior Director of Analytics and Insights at the United States Soccer Federation, saw a need to re-evaluate how the organization interacted with its customer base. Despite the vast amount of digital resources available, he found it was failing to offer fans engaging experiences.“We were sitting on an outdated digital infrastructure — there wasn’t…

Ross Moses was Senior Director of Analytics and Insights for the United States Soccer Federation. He saw the need to reevaluate the way the organization interacts with its customers. He found that despite the abundance of digital resources, it wasn’t offering fans engaging experiences.

“We had an outdated digital infrastructure. There wasn’t much,” Moses stated in his presentation to our .MarTech conference . We had an old website, no mobile app and many manual tasks to track our customers. So, we knew that we had to invest heavily in this space.”

Getting your brand’s digital infrastructure in place is important, but it’s nothing without establishing strong customer connections. U.S. Soccer needed tools and strategies to identify its customers.

“The next challenge was identifying our fans, getting the 360-degree view of the customer,” Moses said. This is the Holy Grail for many businesses, and not only for us. Putting that in place would allow us to have that business intelligence to have more efficient feedback loops, and then enable personalization.”

Moses and his marketing team worked with customer data platform Treasure Data to develop a robust customer experience strategy. Here are some of their insights.

Use automation to personalize experiences

Moses highlighted U.S. Soccer’s loyalty program, which rewarded customers based on their interactions with the program. With a CDP ,framework HTML1, the organization was able personalize every customer’s experience by using automated messaging that suited their group.

CDP automation to personalize customer experience
Source: Treasure Data

“This is our loyalty program known as U.S. Soccer Insiders,” said Moses. “Based upon the tier that you’re in, from the standard tier up to VIP, you’re getting a different message.”

He added, “This illustrates how once you have that segment created in a CDP, you’re sending it somewhere else. And then you’re using those audiences to program step-by-step journeys.”

Brands should remember that CDPs aren’t designed to fit within every organization’s framework — some aren’t going to meet your automation or personalization needs exactly. Many allow users to create custom solutions.

“There’s a lot of pre-built connections [in CDPs],”, he stated. You can build on top of something you already have if it’s not available off-the-shelf. So, if there’s some obscure data source, you can build those pipelines so that it comes in a batch or stream.”


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Gather relevant business intelligence

Moses and his team extracted the relevant customer information from all of their platforms using a CDP, pulling in relevant information such as average annual spending, renewals, etc. This data was used to make better business decisions about U.S. soccer’s match locations.

U.S. Soccer business intelligence gained from CDP
Source: Treasure Data and U.S. Soccer

“There’s a lot that goes into picking where we take the team,” he said. It’s not just about where customers are. There’s a lot of other factors, like the opposing team, or how long it’s been since we’ve been there.”

He added, “This information helps us understand where customers are coming from and where we think there might be an opportunity.”

Pulling in this valuable business intelligence from many customer sources is critical for brands wanting to develop a sustainable customer experience strategy.

Develop a future vision

Using the insights gathered from its audience, U.S. Soccer made a new game plan for delivering enhanced customer experiences. The organization discovered what its fans wanted from their digital assets and developed new ways to connect with them.

future customer experience strategy
Source: Treasure Data

One of the more popular upgrades allowed customers to predict the starting 11 players, which also extended to other aspects of the game.

“Soccer enthusiasts love to debate who should start a game, or even who should be called in for it.” Moses stated. This is a great way to create a community and discuss this topic. Within the app, we allow people to easily create ana field map and then share it on social, continuing the conversation.”

He added, “A lot of the personalization we’re doing is in advertising or email marketing, but we need to bring this into our inbound experiences.”

Gaining a full view of customers and extracting insights from their journeys serve as foundations for future strategies. To be sustainable, marketers need to practice data governance in order to ensure that everything is in order. This is where CDPs often work well with data management platforms (DMPs), informing the latter to create more relevant audience experiences.

” Our CDP is our master [source], data, but we need more to bring in other data sources and get that holistic view,” Moses stated. “We need to make sure that we have that data mastered so that we have the utmost confidence in our analytics and personalization.”

About The Author

Corey Patterson is an Editor for MarTech and Search Engine Land. He has a background in SEO, content and journalism and is able to cover SEO and PPC to assist marketers improve their campaigns.

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