Optimizing fan engagement with AI
Updated: Jan 28, 2021
Over the past few years, methods of fan engagement have drastically changed. A concurrent shift is taking place in the way leagues, teams and venues are engaging their fans. Through the use of data and conversational AI, organizations are providing a highly-personalized and scalable customer journey, not just on game day, but throughout the off season. Trends in conversational technology have led to the emergence of chatbots and conversational AI that can automate fan engagement allowing brands to engage their audience 24 hours a day. Chatbots and voice bots can handle customer queries, any time and at any scale. Through the use of emerging technologies such as Artificial Intelligence (AI) and Machine Learning (ML), tech-forward organizations are experiencing brand growth regardless of wins and losses.
How so? –
Fan Experience = Fan Engagement
One of the most significant challenges in sports is keeping in touch with your fanbase in-between games and in the offseason. Providing a unique and innovative experience can be the difference between developing a casual attendee versus a life-long fan. Teams these days need to “kick it up a notch” when it comes to how they engage and entertain their fans. Fans today want simplicity, information and entertainment, all at their fingertips. The team that can deliver this first-class experience, will be a true winner with the fans.
Fan behavior is changing rapidly, especially the way fans choose to consume content. The rise of mobile has encouraged businesses to leverage the power of social media to share content with the next generation of their consumers. Out of 7.6 billion people in the world, 5.1 billion are using mobile phones as their primary source of communication and 3.2 billion use social media. In this digital era, teams must focus on a mobile-first environment.
Brands are building audience loyalty with AI
The emergence of social media has led to the rise of messaging as the preferred method of communication for both professional and personal purposes. Brands looking to integrate innovative digital technologies such as chatbots and voice bots are developing and strengthening audience loyalty.
Using the power of AI & ML, spectators attending live sporting events have an “always-on” customer service agent in their pocket, offering immediate answers to commonly asked questions. Chatbots can help point event attendees in the direction of the ideal parking location, nearest concession stand, restrooms and even help purchase tickets for the next home game. For the modern-day spectator seeking more than the game, chatbots offer the ability to feature in-game trivia, user voting & polls and distribute shareable content.
Fans will always seek the most interactive, useful and entertaining experiences. Leveraging conversational AI empowers organizations to reach their audiences around the clock and throughout the year. Ultimately, the better the experience is, the more likely the consumer is to re-engage. Giving fans a more modern and technology-forward experience will ultimately strengthen the relationship between your brand, and the audience.
The “Amazon Effect”
Various services introduced in recent years by tech giants have optimized aspects of daily life, such as requesting transportation or ordering food on a mobile device. These developments have created an expectation of immediate and personalized service at your fingertips.
Amazon has revolutionized e-commerce by offering the delivery of nearly any consumer item in a matter of hours. While browsing the site, suggested products are displayed for users based on previous purchases, browsing history, and related items. The modern-day sports fan expects similar service and responsiveness.
Imagine having the ability to reach your fanbase and offer the jersey of your team’s newly acquired player – just in time for the first game of the season.
Immediate and personalized - How does that pertain to chatbots?
Personalization starts with understanding
Engagement time and customer satisfaction
Chatbots and voice bots offer the ability to understand users’ preferences by gathering and analyzing data in a conversational format. In addition to helping fans access a team’s schedule, player statistics or browse content, a chatbot deployed on a team’s website can offer recommendations for merchandise based on the current or previous conversations with that specific user.
Early adopters of Conversational AI are continuing to grow and engage their audiences through the use of innovative technologies, regardless of on-field success. Contact imperson to learn how you can redefine what it means to be a fan with Conversational AI.