Cubs Customer Strategy
OVERVIEW
The Challenge
The Impact
The Cubs wanted to better understand and prioritize customers who had high lifetime revenue potential. They tasked Slalom with creating a machine learning model to create a prioritized list and combine with market research.
The model produced is list of prospects helped accelerate time to revenue. The RFM model had clearly distinguishable customer behaviors, simplifying the planning of sales calls and marketing strategies. Combined with primary and secondary research, we delivered recommendations for improved digital experience strategy combined with a list of the next generation of high lifetime value customers. The metrics measured were increased revenue and customer retention.
My Role
Customer Strategist
My Tools
Miro, Internal Slalom Survey Tool
My Team
One Project Manager, One Data Science Engineer, Two Data Analysts, One Intern
Timeline
6 weeks
THE PROCESS
Conducted competitive and stakeholder research to determine digital engagement priorities based on target consumer personas
To deepen my understanding of the industry, I immersed myself in a variety of materials, including white papers, opinion pieces, and social media content. I began by addressing key questions: Who is the ideal customer for the Cubs? What are their desires? What obstacles stand in the way of fulfilling these desires?
My research revealed that a waitlist to was a significant barrier to becoming a lifelong fan. To gather more insights, I conducted a survey to understand waitlist experiences at various entertainment venues. I also synthesized sentiment analyses from my social media research, themes from white papers, and competitive trends. This information was delivered incrementally to the Cubs organization. In our final presentation, we provided both the list of life-time value customers alongside the Customer Journey Map, providing the Cubs with a real-time portrayal of their customers and their journey towards becoming lifelong fans. This not only equipped them with a targeted list of customers for personalized packages but also enhanced their understanding of necessary changes in digital strategy and omnichannel experiences to elevate the overall fan experience.
Pending the persona creation through the data model, created illustrative journey map for high-value consumer
I noticed emerging trends on platforms such as Twitter and Reddit, prompting me to collaborate with a colleague who provided a script to aggregate data. This allowed me to analyze and summarize user sentiments effectively. Concurrently, I developed a customer journey map based on interviews with stakeholders from various departments within the Cubs organization, illustrating customer interactions from their perspective.
Presented findings to client showcasing through journey map visuals and research the urgency of digital engagement in waitlist
The model we developed significantly accelerated time to revenue by providing a precise list of high-potential prospects. The RFM model revealed distinct customer behaviors, streamlining the planning of sales calls and marketing strategies. Leveraging primary and secondary research, we delivered actionable recommendations for an enhanced digital experience strategy and identified the next generation of high lifetime value customers. Our efforts resulted in measurable increases in both revenue and customer retention.
Delivered journey map, survey results, and competitive research as seen below
