Developing
Results are company-reported; the comparison period is "the start of the season".
In 60 seconds
- ServiceNow became the Bundesliga's official CRM partner, expanding an existing relationship.
- Fan services moved from seven digital channels to one platform after ServiceNow Customer Service Management went live in August.
- Reported results: 89% first-contact resolution, and fan cases down more than 50% from the start of the season.
- CX Today's roundup also notes Heathrow's October 8 plan to use Adobe CX Enterprise and Adobe Brand Visibility for over 84 million passengers a year.
Impact Layer
- What changed
- A major sports league consolidated fan service into one CRM-style platform.
- Why it matters
- It shows CRM vendors competing beyond sales and into consumer service, with AI assistance for case summaries and replies.
- Who is affected
- Organisations with many consumer touchpoints and teams consolidating service channels.
- Martech stack area
- CRM, Customer Experience
- Stack impact
- If you plan a consolidation, define resolution and case-volume measures before the move so a comparison like this is possible.
- Business impact
- Low Reported by CX Today from company announcements. No independent verification, and "fewer cases" may reflect channel changes as well as service quality.
- What to watch
- A full-season comparison and detail on Now Assist usage.
CX Today’s Nicole Willing reported on October 13, 2026 on ServiceNow’s October 7 announcement that it is the Bundesliga’s official CRM partner.
What changed
- The relationship expands an existing one.
- Fan services moved from seven digital channels to one platform after ServiceNow Customer Service Management went live in August.
- Now Assist offers case summaries and suggested replies for complex enquiries.
Reported results
The deployment reports an 89% first-contact resolution rate, and fan cases fell by more than 50% compared with the start of the season, according to the company.
Other items in the roundup
- Heathrow will use Adobe CX Enterprise, Adobe Experience Manager and Adobe Brand Visibility for digital experiences serving over 84 million passengers a year; Brand Visibility will track how Heathrow content appears in ChatGPT, Google Gemini, Microsoft Copilot and Perplexity.
- Salesforce’s MuleSoft Hyperforce is now available in the UK.
- Zeta Global agreed to acquire Digital Audience; Mortgage Brain and LMS partnered on a mortgage broker CRM.
Our read
Fewer cases can mean better service or fewer routes to complain. Ask for the measurement method before you copy the headline number.
Sources
- CX Today: From Heathrow to the Bundesliga, CRM Gets Closer to the Customer (opens in a new tab)
Source for the ServiceNow announcement, figures, and related CRM news.