ESPN Enhances the Fan Experience with Domo App Studio

Domo announced that ESPN is using Domo App Studio to enhance its customer service experience. With the support of Domo Partner RXA@OneMagnify, a leading global applied AI and data science consultancy, ESPN created a custom app that analyzes their customer service survey data at scale to create better experiences for their fans.

The power of App Studio is in creating personalized experiences that drive business results. – RJ Tracy, senior vice president of Partners, Strategic Development and Channel at Domo

As a multifaceted business, ESPN has a large and sophisticated contact center that supports fans with topics ranging from the ESPN+ app to their fantasy portal. Customer interactions with the center were historically tracked through star ratings on a one to five scale, but ESPN’s team discovered that the written context that accompanied reviews wasn’t captured in a scalable way, leaving a lot of valuable insight on the table. The numerical data lacked specifics on how to serve customers better, which contact center agents were performing well and where additional training was needed.

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“Our goal is to create the best fan-to-fan dialogue, and the opportunity to use emotion is a huge differentiator,” said Doug Kramon, ESPN’s Head of Customer Care and Fan Support. “We’re creating logical repeatable models based on this understanding of customer emotion. Then, we’re using these models to train new hires to create a more consistent experience with the fan. The result is empowered agents with the training and support to protect the brand and grow the customer base.”

Domo’s low-code app builder, Domo App Studio, offers an intuitive drag-and-drop interface that allows customers to create custom layouts and branding for their app. Together, ESPN and the RXA@OneMagnify team developed a custom application that included a bespoke Large Language Model (LLM) and Domo’s AI Model Management layer to separate text in customer reviews and score sentiment and the emotional journey in customer feedback.

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“One of the most impactful learnings we had while developing this solution for ESPN is that the numerical reviews on their own often miss the details about what went well or where we could improve,” said Jason Harper, Managing Director of RXA@OneMagnify. “When we move beyond mere numerical ratings—even within the realm of 5 stars—and delve into the specifics, we can distinguish elite agents from those who are merely high-performing. By extracting their techniques, we can develop training protocols that elevate the entire team’s skills. By uncovering the ‘why’ behind each review, ESPN has not only rewarded skilled agents but also fostered similar excellence throughout the contact center team.”

“The power of App Studio is in creating personalized experiences that drive business results,” said RJ Tracy, Domo’s senior vice president of Partners, Strategic Development and Channel. “We are proud to partner with RXA@OneMagnify, whose skilled team of data science, data engineering and business intelligence pros help customers like ESPN put data to work in creative ways that benefit employees, customers and the business.”