1. Very little is out of reach and the competition mandates the
need to cultivate a direct and engaging relationship with
each and every fan based on knowing exactly who they are,
what their needs and preferences are and where they are in
their journey to satisfy those needs.
The gloves are off, but reaching this goal is far easier said
than done. Operating across all of your channels and
touchpoints, at scale, and without losing focus on the fan
is a challenge. As is driving commercial success from your
existing fan base and ensuring the acquisition of the fans of
tomorrow.
Our playbook
Thunderhead’s ONE Engagement Hub (ONE) has been
designed specifically to do this. Sports franchises will be able
to track and listen to each individual fan as they interact
with the brand whenever and wherever they feel like it. This
insight enriches the fan profiles already held by CRM or
other systems of record. For each and every fan, the brand
will understand the membership, ticketing and retail needs
based on who they are and what they’re actually doing.
Furthermore, each fan profile will offer insight on how
best to have those conversations based on channel, social
sentiment, team favourites, individual preferences, device
usage and/or geo-location.
Imagine understanding exactly who each of your individual
fans are; who their favourite player is; if they are using your
team’s app; if they’ve been browsing your website for a
jersey and what size they’d like and even where they are in
the world. Imagine having these deep insights available the
moment a fan interacts on your mobile app, visits the team
shop or even calls to enquire about season tickets or fan
events.
The stadium on game day is rightly the focal point of the
fan experience. It’s where a fan can enjoy the players, the
team and the result in full technicolour, but how do you
reach the thousands upon thousands of fans that missed the
game because they couldn’t get a ticket? How do you reach
the fans that simply could not attend the game because they
live on the other side of the globe? How do you improve the
experience of the fans that are in the stadium? The stadium
is actually just one of the many touchpoints available for
the fan to interact with their favourite team, so how do you
replicate that game day experience in an always on, always
available, all channel approach?
The ball is in your court
In an era where the consumption of sport is rapidly
increasing across the world through technology, media,
television and even gaming, the options available to the fan
are significant: New sports, new leagues, new teams.
ONE for Sport

2. How ONE does this:
• By listening to key customer activity, across all channels,
ONE delivers insight and knowledge to the business user
to take action.
•
• As fans interact, ONE uses insight to select and execute,
in real-time, relevant and useful conversations that will
personalise the fan’s entire on and offline experience
and the multiple journeys they take with you. For
example, ONE can recognise whether a fan is a paying
member or not and drive the appropriate conversation
based on their status, which in-turn could initiate a
membership upgrade.
•
• Through its integration features, ONE delivers customer
journey information, individual fan insight and next-
best-conversations to your systems of record as well as
to your customer facing teams.
•
• We call it the ONE Engagement Hub for a reason, not
only does it listen to fans as they interact with you but
it listens to wider key customer activity from your other
systems.
With these capabilities ONE recommends the best way to
talk to your fans by:
• Understanding and analysing a fan’s journey;
unearthing the vital insight that led a new fan to you in
the first place, highlighting what worked or the reasons
why someone dropped off or hit a bottleneck.
•
• Presenting this insight to your sales, service and
marketing teams; a fan’s desires in the moment are
revealed, helping you talk to them more effectively.
•
• Unveiling the anonymous digital activity of fans,
enabling your staff to effectively market, service and sell
to them based on a detailed understanding of what they
are trying to do.
•
• Engaging our adaptive self-learning model, which will
help you deliver relevant and consistent conversations,
based on previous fans interactions and responses to
personalised experiences, to drive meaningful and
valuable engagement with new fans.
Our solution sits across the systems and technology you already
rely on, and despite them not being designed with the omni-
channel fan journey in mind, our engagement layer will unify all
of your systems, helping your sales, service and marketing teams
gain a holistic view of each and every fan to deliver consistent,
valuable conversations every time.
Go the distance
To really deliver engaging experiences to the fan, ONE
empowers the business user to hold the most relevant
conversations with them, personalising their journey from
online channels through to the call centre and even as the fan
takes their seat at the stadium on match day. The power to have
consistent and relevant conversations, continued seamlessly
across all digital and physical channels based on actual fan
profiles is now firmly placed in the hands of the business user.
Engaging fans is all about creating value for both the team and
the fan. Brands who understand more about their fans will blow
the competition away and create greater opportunities to drive
revenue through season ticket sales, hospitality packages, retail
and membership offers.
With most sports franchises striving to learn as much as they
can about their fans, the adoption of the ONE Engagement Hub
really is the best signing a team can make.
About Thunderhead
Thunderhead’s intuitive ONE Engagement Hub joins up web,
mobile, high street and contact centre customer experiences,
connecting them with your existing CRM system, giving you a
multi-dimensional view of all your customers. It allows you to
act on an individual customer’s needs in real-time. Effortless
engagement just got personal.
Everyone talks about Fan Engagement
but we wrote the book on it, built our
solution to deliver it and this is how we
define it:
An on-going value driven relationship
between fan and team, helping create
that match day buzz whenever and
wherever they interact, based on their
individual preferences.
Websites
Mobile
Apps
Contact
Centres
Stadium Outbound
Activity
CRM &
Data
Social
Media
Wearable
Tech
ONE for Sport
Copyright © Thunderhead 2016 All rights reserved. Version 1.0 (UK). Thunderhead
endeavours to ensure that the information within this document is correct and fairly stated,
but does not accept any liability for any errors or omissions.
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