Creating Legendary Experiences Framed by an Obsession in Customer Service

Mike Morris, CIO, Legends

Following Recognized Industry Best Practices

I joined Legends in October of 2015 largely because of our President’s (Shervin Mirashahemi) commitment to technology and his belief that technology innovations is a key driver and critical success factor for our business growth and success going forward. Legends’ focus and continued investment in Business Intelligence is a good example of our commitment and belief that technology will drive business performance. The company has consistently contributed human resources to our Analytics Department and continues to invest heavily in our Operational Data Warehouse and associated analytical technology tools.

The investment and focus on analytics has dramatically improved our detailed understanding of our key business drivers and has enabled business decision making, improved efficiency and has driven revenue for our business and our partners within the Sports and Entertainment industry. Additionally, we are actively focused on developing innovative technology solutions that enhance the fan experience and improve our operational effectiveness. 

For example, we are currently involved in a number of proof-of-concept pilot projects designed to develop and test new technology solutions in the areas of point of sale, retail automation and electronic/mobile payments. In partnership with select customers and key technology vendors, we are currently evaluating potential solutions for biometric payments, pre-ordering and automated fulfilment to achieve the goals of decreasing customer friction and improving the overall retail experience.

We believe that mobile computing will continue to be an extremely important platform with which we engage our customers and drive the fan experience

Improving the Fan Experience

Legends has been blessed with the opportunity to serve some of the most iconic sports properties in the world. These organizations, without exception, are interested in improving the fan experience. In concert with our partners, big data and social media has and will continue to be valuable tools that we use to better understand our fans and how our products and services impact the fan experience. Additionally, we believe that mobile computing will continue to be an extremely important platform with which we engage our customers and drive the fan experience. Lastly, we believe that the Internet of Things (IOT) will have a dramatic impact within Sports and Entertainment in the long term. Automating and connecting devices and systems within the stadium environment should drive significant operational efficiencies for our industry, and the advancement of wearable technologies could have staggering implications on how fans engage with and consume our products and services.

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