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Bundesliga resolves 89 percent of fan questions at first contact with ServiceNow CRM

  • Bundesliga has appointed ServiceNow as its Official CRM Partner, building on their existing role as Official Workflow Partner.
  • The partnership consolidated fan services from seven digital channels onto a single ServiceNow platform starting in August 2026.
  • 89% of fan enquiries are now resolved at first contact, with customer service teams handling less than half the case volume compared to the previous season.
  • Fan case creation fell by more than 50% despite an increase from five to seven intake channels, driven by automation & a centralized knowledge base.
  • ServiceNow's Now Assist tool supports teams with case summaries & recommended responses for complex requests.
  • The organizations plan to extend the platform to include external service providers, partners, clubs, & a centralized club portal.
  • Bastian Zuber, Chief Product & Technology Officer of Bundesliga Media, credited the platform with strengthening fan relationships through automation & insights.
  • Paul Fipps, President of Global Customer Operations at ServiceNow, highlighted the solution's ability to connect customer experience work & resolve inquiries efficiently.