In today’s digital world, even the most dedicated customers can have different needs and preferences at different times and places. And while customers can certainly be fickle, that’s not what always drives the situationally-dependent nature of the customer relationship. It’s life today that makes it so complex.

Think of your own customers and the many ways they interact with your organization. Are there times and ways the same customers want to interact with you differently? It’s a rare business where the answer to that question is no.

For a sports franchise, their customers are known as “fans.” And the fan experience for most professional sports has evolved to the point where it involves much more than the seat in the arena. It’s in merchandise and paraphernalia, it’s at the concession stand, it’s on social media, it’s in the online store, it’s on television, it’s on bumper stickers and bobble-heads, and it’s just about anywhere the fan is wearing the team jersey.

Not all businesses have customer relationships with those same elements, but all of our customer relationships are similarly complex. And customer expectations have evolved across all the channels. Analytics have enabled forward-thinking companies to keep up with these changes so they can deliver the right customer experience at the right time.

One such business is the Orlando Magic - the successful NBA franchise basketball organization in central Florida. Given their operating environment amid other world-class attractions and year-round warm, sunny weather, their success demonstrates the power of using analytics to manage the customer experience across all the different ways their fans engage with them.

Tune into the short video below and hear first-hand from executives about how using analytics in marketing makes a big difference to the Orlando Magic's bottom line:

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