Bundesliga resolves 89 percent of fan questions at first contact with ServiceNow CRM
Business Wire•07/10/2026•01:00 ET
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Key Highlights
- ➤ServiceNow becomes Bundesliga’s Official CRM Partner, expanding its existing workflow partnership
- ➤Bundesliga resolves 89% of fan enquiries at first contact using ServiceNow CRM
- ➤Fan case volume fell more than 50% despite consolidating seven channels onto one platform
- ➤Bundesliga plans to extend ServiceNow workflows to clubs, partners, and service providers
Expert Statements
Bastian Zuber, Chief Product & Technology Officer of Bundesliga Media
“The Bundesliga’s success is built on passionate fans, packed stadiums and authentic club cultures. As we continue to innovate digitally, ServiceNow CRM has transformed how we engage with our audience, bringing fan interactions from multiple channels into one intelligent platform. By combining automation and actionable insights, we have achieved first-contact resolution rates of 89% while reducing case volumes by more than half. These capabilities help us strengthen fan relationships at scale and move closer to our vision of becoming the world’s most fan-centric sports league.”
Paul Fipps, President, Global Customer Operations at ServiceNow
“Bundesliga is a great example of what happens when you connect the entire customer experience on one intelligent platform. They’re resolving 89% of fan inquiries on the first contact by getting every question to the right place with the right knowledge. That’s what makes ServiceNow CRM different. We connect the work behind the customer experience — helping organizations move faster, deliver better experiences, and scale what works.”
Bundesliga resolves 89 percent of fan questions at first contact with ServiceNow CRM
ServiceNow becomes Official CRM Partner, expanding its role as Official Workflow Partner
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