Smartphones are spoiling today’s sports fans, many of whom rely on an array mobile apps to make their lives easier. The National Basketball Association’s Miami Heat believes it has found the winning combination by enabling fans to breeze into AmericanAirlines Arena and make purchases with their mobile devices.
Fan-facing technology is driving better customer experiences (CX) for NBA teams, each of which gets at least 41 home games a year to surprise and delight fans, says Matthew Jafarian, executive vice president of business strategy for the Heat and AmericanAirlines Arena. The Heat also uses information collected through these digital transactions to personalize offers and identify top sales prospects, a critical tent pole in the organization’s digital transformation, Jafarian says.
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