Software AG Case Studies Atlanta Hawks Treating fans like royals with Digital Fan Experience Platform

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	Atlanta Hawks Treating fans like royals with Digital Fan Experience Platform Software AG

Atlanta Hawks Treating fans like royals with Digital Fan Experience Platform

Software AG

Technology Category	Application Infrastructure & Middleware - API Integration & Management
Applicable Functions	Sales & Marketing Business Operation
Use Cases	Real-Time Location System (RTLS) Chatbots
Services	Software Design & Engineering Services
Challenge	During a $90 million renovation to the team’s State Farm Arena in 2017-2018, the Hawks wanted enhancements that would provide a unique and inclusive customer experience. With more than 2 million guests per year, traffic and queues were unmanageable. Fans demanded more personalization and elite-level service. Also, there was plenty of competing entertainment in town to turn to, especially if fans were not getting the experience they wanted at the arena. In fact, Hawks games rank 11th in preference of local entertainment. The team wanted mobile apps to simplify ticket sales. The Hawks also wanted to better manage its data. They already had a lot of it but could not process or understand it in order to enhance the customer experience. Read More
About Customer	The Atlanta Hawks team competes in the Eastern Conference Southeast Division of the National Basketball Association (NBA). Based in Atlanta, its home arena is the State Farm Arena. The team has a large fan base with more than 2 million guests per year. The Hawks wanted to enhance the fan experience during games and other events at the arena. They aimed to provide a unique and inclusive customer experience, with a focus on personalization and elite-level service. The team also wanted to better manage its data to enhance the customer experience. Read More
Solution	The Hawks selected the Digital Fan Experience Platform to deliver a mobile app that provided world-class service, including seat upgrades, pay for parking, view and take advantage of special offers from sponsors, capability to respond to jumbotron promotions, AI chatbot concierge service, mobile wallet, transportation links—Lyft®, Uber® and real-time MARTA public transport information. For those fans watching the games on their mobiles, the Hawks wanted to offer live game stats and news. The Hawks can now connect all aspects of any event in a personalized, digital way, delivering that “something extra” fans are seeking, thanks to the partnership of Raw Engineering and webMethods.io Integration. Read More Log in to view content
Contents

Technology Category

Application Infrastructure & Middleware - API Integration & Management

Applicable Functions

Sales & Marketing

Business Operation

Use Cases

Real-Time Location System (RTLS)

Chatbots

Services

Software Design & Engineering Services

Challenge

During a $90 million renovation to the team’s State Farm Arena in 2017-2018, the Hawks wanted enhancements that would provide a unique and inclusive customer experience. With more than 2 million guests per year, traffic and queues were unmanageable. Fans demanded more personalization and elite-level service. Also, there was plenty of competing entertainment in town to turn to, especially if fans were not getting the experience they wanted at the arena. In fact, Hawks games rank 11th in preference of local entertainment. The team wanted mobile apps to simplify ticket sales. The Hawks also wanted to better manage its data. They already had a lot of it but could not process or understand it in order to enhance the customer experience.

About Customer

The Atlanta Hawks team competes in the Eastern Conference Southeast Division of the National Basketball Association (NBA). Based in Atlanta, its home arena is the State Farm Arena. The team has a large fan base with more than 2 million guests per year. The Hawks wanted to enhance the fan experience during games and other events at the arena. They aimed to provide a unique and inclusive customer experience, with a focus on personalization and elite-level service. The team also wanted to better manage its data to enhance the customer experience.

Solution

The Hawks selected the Digital Fan Experience Platform to deliver a mobile app that provided world-class service, including seat upgrades, pay for parking, view and take advantage of special offers from sponsors, capability to respond to jumbotron promotions, AI chatbot concierge service, mobile wallet, transportation links—Lyft®, Uber® and real-time MARTA public transport information. For those fans watching the games on their mobiles, the Hawks wanted to offer live game stats and news. The Hawks can now connect all aspects of any event in a personalized, digital way, delivering that “something extra” fans are seeking, thanks to the partnership of Raw Engineering and webMethods.io Integration.

Impact #1	Convenient services inside arena—chatbot concierge, seat upgrades
Impact #2	Better managed transportation services, pay for parking
Impact #3	Increased guest loyalty and satisfaction

Impact #1

Convenient services inside arena—chatbot concierge, seat upgrades

Impact #2

Better managed transportation services, pay for parking

Impact #3

Increased guest loyalty and satisfaction

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Overview

Atlanta Hawks Treating fans like royals with Digital Fan Experience Platform

Operational Impact