CIO Straight Talk - Issue 8 - 45
promotions, and loyalty rewards programs. We have
extend that experience to include fans (and potential
created a virtual-reality site called Kid Concourse,
fans) at home or on the move. For example, we have a
where young fans can visit Fenway online - including
very successful tour program at Fenway Park. Should
the VR Dugout. We're currently considering other
we start offering a virtual-reality tour for anyone with
fan enhancements that leverage such technologies
an Internet connection or appropriate headsets?
as RFID (for example, team jerseys embedded with
The opportunities that digital transformation
an RFID chip that would allow fans wearing them to
brings are just about limitless and there are probably
receive discounts on concessions and merchandise),
quite a few we haven't thought about. (If you have
augmented reality (to provide historical information
suggestions, let us know at
for landmarks around Fenway Park), and wayfinding
DigitalIdeas@RedSox.com.)
kiosks (to help fans find their seats and learn about
concession options), among others.
These are all examples of how digital technology
But so far, we have made a great deal of progress
in our journey to build a 360-degree view of our fans.
This is the exciting nature of digital transformation.
operates on two levels - in the present and in the
It's a never-ending quest, always providing new
future. It provides more convenience and extra
opportunities to take your game-together with
services to customers, increasing their satisfaction,
employees, partners, and customers-to the next level.
their loyalty, and what they spend on your services.
As our digital strategy evolves, our understanding
But it also facilitates a long-term perspective that
of Red Sox Nation - who we believe are the best
provides you with more information on customers'
fans in major league baseball - will continue to
behavior so you can serve them better in the future.
evolve. We expect this understanding to help fuel
Digital applications not only add a whole new
a new generation of digital fan amenities that will
dimension to fans' experience in the specific physical
complement the wonderful game of baseball and the
environment of the baseball park; apps can also
charm of Fenway Park.
TAKEAWAYS
* The promise of digital transformation efforts lies in collecting and analyzing data
on customers' behavior and then tailoring products and services to their needs.
But the challenge is not to get carried away with digitization of everything and to
maintain traditions and "analog" ways of doing things that still provide value to
21st-century customers.
* Traditional market segmentation provides a helpful window onto your customer
base, but today you also must understand and serve the individual needs of
customers. You need a 360-degree knowledge of each person.
* To evolve your IT organization, take a page from how successful baseball teams
are built: strong leadership and coaching, a few all-stars, free agents in the form of
consultants, utility players with key differentiated skills, new experienced players
from outside of your club, and a young and hungry farm system of select interns.
45
CIO Straight Talk - Issue 8
Table of Contents for the Digital Edition of CIO Straight Talk - Issue 8
Contents
CIO Straight Talk - Issue 8 - Cover1
CIO Straight Talk - Issue 8 - Cover2
CIO Straight Talk - Issue 8 - 1
CIO Straight Talk - Issue 8 - Contents
CIO Straight Talk - Issue 8 - 3
CIO Straight Talk - Issue 8 - 4
CIO Straight Talk - Issue 8 - 5
CIO Straight Talk - Issue 8 - 6
CIO Straight Talk - Issue 8 - 7
CIO Straight Talk - Issue 8 - 8
CIO Straight Talk - Issue 8 - 9
CIO Straight Talk - Issue 8 - 10
CIO Straight Talk - Issue 8 - 11
CIO Straight Talk - Issue 8 - 12
CIO Straight Talk - Issue 8 - 13
CIO Straight Talk - Issue 8 - 14
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CIO Straight Talk - Issue 8 - 19
CIO Straight Talk - Issue 8 - 20
CIO Straight Talk - Issue 8 - 21
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CIO Straight Talk - Issue 8 - 45
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CIO Straight Talk - Issue 8 - 48
CIO Straight Talk - Issue 8 - 49
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CIO Straight Talk - Issue 8 - Cover3
CIO Straight Talk - Issue 8 - Cover4
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