ESPN

OneMagnify built a unified Voice of Customer (VoC) application using Domo that tracks customer sentiment before, during, and after major viewing events.

Who Should Read This?

This case study will be especially relevant for those interested in the following topics:

DATA VISUALIZATION
Customer Sentiment
Voice of Customer
Strategic Analytics
Call Center Management
Performance Management

THE CHALLENGE

ESPN launched a new streaming service with an updated purchase and viewing model, which led to a dip in customer satisfaction. They needed to go beyond 5-star ratings to understand fan emotions, how contact center agents were handling issues, and what changes would most improve the experience.

THE BRAND

ESPN is the world’s leading multiplatform sports entertainment brand with the mission to "Serve sports fans. Anytime. Anywhere."

Their business is comprised of seven U.S. television networks, the leading sports app, direct-to-consumer ESPN+, leading social and digital platforms, ESPN.com, ESPN Audio, endeavors on every continent around the world, and more.

Establishing the Unified Voice of the Fan

To move beyond generic star ratings and understand the emotional core of customer challenges, OneMagnify partnered with ESPN to build a unified Voice of Customer (VoC) application using the Domo platform. This system served as the foundational data hub, integrating ESPN's internal call center logs with real-time customer sentiment tracking. The goal was to establish a single source of truth that could monitor and quantify customer feelings before, during, and after major viewing events, providing the network with the deep emotional intelligence necessary to accurately pinpoint performance gaps in the new streaming service.

Connecting Data to Emotional Momentum

The VoC application was engineered to transform raw data signals—such as call center data and event timing—into actionable insights about fan emotions and service quality. By connecting data points previously held in silos, the network gained the ability to rapidly understand precisely how customers were feeling and where improvements were needed most. Furthermore, the system could identify specific instances where call center and support specialists delivered exceptional customer experiences, effectively turning positive interactions into codified best practices that illuminated the path for organizational improvement.

Driving Transformation through Targeted Action

With the VoC application in place, ESPN gained the ability to immediately act on identified performance issues, leading to rapid and tangible optimization. This included putting crucial fixes into place, such as refining agent training on how to handle the new service model's most challenging customer conversations, and optimizing staffing levels for contact center personnel during peak viewing times. By focusing on ensuring customers felt an emotional connection to the support team, these targeted actions resulted in a powerful organizational return.

In Their Own Words

"OneMagnify and Domo are helping us capture emotional momentum."

Jennifer Lien, Head of Data, BI and Customer Success, ESPN

Results

The deployment of the unified Voice of Customer (VoC) application enabled ESPN to identify and immediately resolve key performance issues related to its new streaming service. This strategic action led to significant positive outcomes, including a 9% increase in overall customer satisfaction and a phenomenal 176% increase in streaming subscribers, validating the approach of connecting operational data directly to fan emotional insights.

Partner with OneMagnify

Turn fan feedback into action. OneMagnify builds VoC systems that connect sentiment to staffing, training, and product decisions—so every improvement is fast, measurable, and meaningful.

Contact OneMagnify