Salesforce is helping Tottenham Hotspur improve its digital fan experience with connected data and artificial intelligence, including Ask Spurs, a multilingual AI agent on the club website and app. Over two years the club replaced more than 30 disparate systems and connected over 10 systems into a unified ecosystem. Salesforce Data 360, integrated with Snowflake via Zero Copy, brings together more than 4.6 million fan accounts into individual SpursID profiles so the club can recognize fans across ticketing, retail, hospitality, and stadium visits. Ask Spurs, built on Salesforce Agentforce, supports 11 languages and answers questions on ticketing, memberships, retail, and stadium events for members and guests. The companies report an 86% engagement rate, with Agentforce resolving 20% of interactions without human intervention; unresolved queries transfer to the club’s support team.The partnership additionally backs Spurs in the Community STEM programs for young people in North London.
Salesforce is helping Tottenham Hotspur improve its digital fan experience with connected data and artificial intelligence, including Ask Spurs, a multilingual AI agent on the club website and app. Over two years the club replaced more than 30 disparate systems and connected over 10 systems into a unified ecosystem. Salesforce Data 360, integrated with Snowflake via Zero Copy, brings together more than 4.6 million fan accounts into individual SpursID profiles so the club can recognize fans across ticketing, retail, hospitality, and stadium visits. Ask Spurs, built on Salesforce Agentforce, supports 11 languages and answers questions on ticketing, memberships, retail, and stadium events for members and guests. The companies report an 86% engagement rate, with Agentforce resolving 20% of interactions without human intervention; unresolved queries transfer to the club’s support team.The partnership additionally backs Spurs in the Community STEM programs for young people in North London.