89% of fan enquiries to the Bundesliga now resolve at the first point of contact. The number of cases created fell by more than 50%, even as the league added two more intake channels to the platform. ServiceNow and the Bundesliga announced an expanded Official CRM Partnership today, citing those results from the initial deployment.
The Bundesliga operates across 36 clubs in two top divisions and reaches fans in more than 200 countries. Its fan service function previously ran across five separate digital channels. The move to ServiceNow consolidated seven channels onto a single CRM platform, covering the Bundesliga app, website, email and social media.
The expanded partnership will push ServiceNow beyond fan services. Plans include a centralised club portal to connect clubs, partners and external service providers through shared digital workflows.
The league has described its goal as becoming the world's most fan-centric sports league, and the first-contact resolution rate is one measure of progress toward that. Whether that framing holds as the platform scales to club and partner workflows is a separate question, but the published figures from the fan service deployment are specific.
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