In New NBA App, Evergent Powers User Journey with Greater Personalization and Flexibility
The NBA relaunched its mobile application at the beginning of the 2022-23 season
At the beginning of this 2022-23 season, the NBA made a big move in relaunching its official mobile application.
The new NBA App consolidated the league’s mobile efforts into a single, global application that offers a one-stop-shop for everything like scores, news, social content, full shows, access to NBA TV and even integration with NBA League Pass (the league’s direct-to-consumer subscription streaming service) in a sleek modern design.
Under the hood, one of the app’s major draws in an investment by the league in technology and services to improve the app’s personalization features for the user. To achieve its key goals of satisfying (thus retaining) their customers in a unique way, the NBA partnered with Evergent, a leading vendor in the development of customer relationship management tools for the digital age.
The result has been a smart, sleek, easy-to-use product built on the back of a cloud-based infrastructure that leverages data aggregation to get the right content and offers in front of the right users.
“The NBA, like many other sports leagues across the globe, are looking to engage their fans directly,” says Vijay Sajja, CEO and founder of Evergent. “When they came to us, they really wanted to innovate their products and promotions to engage with fans individually. They wanted to develop that one-to-one relationship with each fan. They wanted to really experiment with various pricing, packaging, and promotions.”
Evergent has been entrusted to manage the user journey for every consumer of the NBA. To start, that involved migrating all of the NBA App users to their service platform. From there, the vendor provides the NBA all customer management, optimization, and subscriber services, including onboarding and renewals – which, in turn, aims to reduce churn.
“How do you ensure that everybody wins?” adds Sajja. “The Internet really opened up new ways of engaging fans. This wasn’t possible back in the broadcast days: this personalization and flexibility.”
One of the key services that Evergent’s solutions are overseeing helps the NBA offer and manage more customized subscriptions and products available in the league’s to-consumer portfolio. Evergent deploys mixed monetization models based on the preference and personalization to individual fans and driven by real-time feedback. That means more package tiers and greater flexibility in what the user what’s to pay access for.
“The NBA has a fantastic team,” says Sajja. “The way that they think about things; they have a methodical way of solving a problem.”