FrontRange Case Study

Orlando Magic

To enhance the game experience and keep fans coming back, several NBA teams have created Fan Relations departments to respond to fan complaints and proactively create programs for better game experiences. Orlando Magic is one of only six NBA teams with a designated Fan Relations department. The department must keep track of specific fan complaints on issues ranging from cleanliness of the bathrooms to post-game traffic, and then create reports and initiatives in response. Fan Relations at Orlando Magic previously used basic word processing and spreadsheet programs. With a manual process, looking up details about specific fans and incidents required scouring pages of documents, while linking multiple issues to one fan was impossible. Likewise, creating reports, which are essential for seeing trends in complaints and fan issues, also required that the department manually piece together information into an organized format.

Tags: CRM, Contact Management

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