ESPN Enhances the Fan Experience with Domo App Studio
Domo announced that ESPN is leveraging Domo App Studio to enhance its customer service experience. Partnering with RXA@OneMagnify, ESPN developed a custom app that analyzes their customer service survey data to improve fan interactions. Historically, ESPN tracked customer satisfaction using star ratings, but found that written feedback offered richer insights. The new app employs a Large Language Model (LLM) and Domo’s AI Model Management layer to parse text reviews and score customer sentiment. This will allow ESPN to refine their service, train agents more effectively, and grow their customer base.
- ESPN uses Domo App Studio to enhance customer service experience.
- Custom app developed in partnership with RXA@OneMagnify.
- App employs a Large Language Model (LLM) and Domo’s AI Model Management layer.
- Improves understanding of customer sentiment from written feedback.
- Helps identify top-performing agents and refine training protocols.
- Aims to create empowered agents, protect the brand, and grow the customer base.
- No specific financial impact or ROI mentioned.
- Potential dependency on third-party technology and partnerships.
- Initial implementation and training costs could be high.
- No concrete figures provided for customer satisfaction improvement.
Together, Domo and RXA@OneMagnify uncover and analyze insights from fan survey data, improving ESPN’s customer service program
SILICON SLOPES,
As a multifaceted business, ESPN has a large and sophisticated contact center that supports fans with topics ranging from the ESPN+ app to their fantasy portal. Customer interactions with the center were historically tracked through star ratings on a one to five scale, but ESPN’s team discovered that the written context that accompanied reviews wasn’t captured in a scalable way, leaving a lot of valuable insight on the table. The numerical data lacked specifics on how to serve customers better, which contact center agents were performing well and where additional training was needed.
“Our goal is to create the best fan-to-fan dialogue, and the opportunity to use emotion is a huge differentiator,” said Doug Kramon, ESPN’s Head of Customer Care and Fan Support. “We’re creating logical repeatable models based on this understanding of customer emotion. Then, we’re using these models to train new hires to create a more consistent experience with the fan. The result is empowered agents with the training and support to protect the brand and grow the customer base.”
Domo’s low-code app builder, Domo App Studio, offers an intuitive drag-and-drop interface that allows customers to create custom layouts and branding for their app. Together, ESPN and the RXA@OneMagnify team developed a custom application that included a bespoke Large Language Model (LLM) and Domo’s AI Model Management layer to separate text in customer reviews and score sentiment and the emotional journey in customer feedback.
“One of the most impactful learnings we had while developing this solution for ESPN is that the numerical reviews on their own often miss the details about what went well or where we could improve,” said Jason Harper, Managing Director of RXA@OneMagnify. "When we move beyond mere numerical ratings—even within the realm of 5 stars—and delve into the specifics, we can distinguish elite agents from those who are merely high-performing. By extracting their techniques, we can develop training protocols that elevate the entire team's skills. By uncovering the 'why' behind each review, ESPN has not only rewarded skilled agents but also fostered similar excellence throughout the contact center team."
“The power of App Studio is in creating personalized experiences that drive business results,” said RJ Tracy, Domo’s senior vice president of Partners, Strategic Development and Channel. “We are proud to partner with RXA@OneMagnify, whose skilled team of data science, data engineering and business intelligence pros help customers like ESPN put data to work in creative ways that benefit employees, customers and the business.”
To learn more, check out the Domopalooza 2024 session featuring ESPN here.
About Domo
Domo puts data to work for everyone so they can multiply their impact on the business. Our cloud-native data experience platform goes beyond traditional business intelligence and analytics, making data visible and actionable with user-friendly dashboards and apps. Underpinned by AI, data science and a secure data foundation that connects with existing cloud and legacy systems, Domo helps companies optimize critical business processes at scale and in record time to spark the bold curiosity that powers exponential business results.
For more information, visit www.domo.com. You can also follow Domo on LinkedIn, X and Facebook.
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View source version on businesswire.com: https://www.businesswire.com/news/home/20240515008772/en/
Cynthia Cowen
PR@domo.com
Source: Domo
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