Bundesliga put ServiceNow's AI on its fan helpdesk. Support cases fell by half.
That is the league's own figure. Bundesliga and ServiceNow said on 6 October that the number of new fan cases fell by more than 50% against last season, and that 89% of fan enquiries are now resolved at first contact.
The Bundesliga's two divisions have 36 clubs and, the league says, more than a billion fans in over 200 nations. Their questions used to arrive through five digital channels, including the Bundesliga app, email and social media. In August, the league moved fan service onto ServiceNow's CRM, the system that keeps each fan's history in one place, and added two more channels.
Routine questions are now answered automatically from one knowledge base. For the rest, ServiceNow's AI summarises the case and drafts a reply that an agent reviews.
Those are two different gains. Self-service keeps questions from ever becoming cases; the AI drafts are meant to cut the work on the cases that remain. The release does not split the 50% between them, gives no case counts and covers about two months. The screens in the film are a demo.
🎥 Video: ServiceNow, official YouTube channel · narration: AI voice
What the captions say
- 36 clubs. Over a billion fans.
- Their questions arrived through seven channels.
- In August, all moved onto ServiceNow.
- AI summarises the case, drafts the reply.
- 89% solved at first contact.
- Cases: under half of last season's.
- Company figures. The screens are a demo.
