Scribe Software and Oklahoma City Thunder Case Study
Oklahoma City Thunder
Scribe helps pro basketball team
start sell-out streak and then
increase fan excitement
For the first two years after the Oklahoma City Thunder began operations in 2008, they seeked ways
to improve the business. The team turned to Microsoft Dynamics® CRM to help increase ticket sales
and improve fan experiences. Leveraging Dynamics® CRM to its fullest extent required integrating
the system with other key data sources such as the ticketing system and fan demographics.
IMPROVED CRM CAPABILITIES
CONTRIBUTE TO SELL-OUT STREAK
OKLAHOMA CITY THUNDER
www.nba.com/thunder/
OKLAHOMA CITY THUNDER
Established in 2008, the
Oklahoma City Thunder plays
in the Western Conference
of the National Basketball
Association (NBA) and is the
only team among all major
professional sports leagues
located in the state of
Oklahoma. The team’s home
court, Chesapeake Energy
Arena, seats 18,203.
Hitachi Solutions, which assisted the Thunder
with the Dynamics® CRM deployment,
recommended Scribe Insight to integrate all
of the team’s key data sources. By enabling
the organization to create targeted marketing
campaigns from the fan and ticket data
complied in Dynamics® CRM, Scribe played a
key role in helping the Thunder start a sell-out
streak that’s now at 100+ games and counting.
The team also generated enough interest that
“
Scribe enables
standardization and
real-time visibility into
all customer data to
improve both our sales
and customer service
activities.
”
- Scott Loft, Vice President, Oklahoma City Thunder
4,000+ fans are now on a waiting list for season
tickets.
UNDERSTANDING FAN BEHAVIOR
HELPS IMPROVE HOME-COURT
ADVANTAGE
The Thunder also leverages Dynamics® CRM
with data collected by Scribe from other sources
to focus on enhancing fan relationships. This
includes marketing campaigns to increase
television audiences, grow merchandise sales,
and build fan excitement during games to
increase the team’s home-court advantage.
CHALLENGE: UNDERSTANDING FAN
PREFERENCES
• Increase amount of discretionary income
spent by fans during home games by
understanding why they come to the stadium.
• Generate real-time fan information to help
create ticket, television, merchandise, and
concession marketing campaigns.
• Integrate process for storing and accessing
information so sales and marketing can
consistently leverage information to improve
fan relationships.
SOLUTION: SCRIBE INSIGHT AND MICROSOFT DYNAMICS® CRM
• Dynamics® CRM provides central repository for all customer data.
• Scribe Insight integrates Dynamics® CRM with key data sources—ticket sales, attendance,
and fan profiling.
• All fan and ticket-buying information now resides in central database with hundreds of
data fields to create wide range of fan segments for targeted marketing campaigns.
• Stores all attendance, financial, ticket order and ticket history data in one database that
generates accurate, real-time KPI reports.
RESULTS: SELL-OUT
STREAK SURPASSES 100
GAMES
• Helps the franchise continue
on-going streak of consecutive
sell-outs that has surpassed
100 games.
• Improves ability to tailor instadium marketing campaigns
based on fan preferences,
which improves overall fan
experiences.
“
With all fan and ticket
information stored in one
database, we can effectively
act on any marketing ideas
we think of.
”
- Scott Loft, Vice President , Oklahoma City Thunder
• Facilitates raising fan
excitement levels during
games to enhance the
team’s home-court
advantage over its
opponents.
• Provides marketing data
that helps team increase
brand-promoter-rating
with a Net Promoter Score
of 91.2—the top rating
among all NBA teams two
years in a row.
• Enables marketing to
automatically upload
fan and ticket data into
marketing automation
tool to increase overall
Scribe Software Corporation
1750 Elm St Ste 200
Manchester, NH 03104, USA
p: 1.603.622.5109
f: 1.603.622.3862
[email protected]
www.scribesoft.com
Information that flows into Microsoft Dynamics® CRM from other data sources helps the
Oklahoma City Thunder better understand fan behavior, which enables the creation of
more effective marketing and sales campaigns.
efficiency of marketing
workflows.
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