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Since implementing Natterbox AI Call Coaching, Seattle Sounders FC saw significant improvements in how they managed and coached their service agents

Seattle Sounders FC is a professional soccer club competing in Major League Soccer (MLS). Known for their passionate fanbase, the Sounders pride themselves on providing exceptional fan experiences, both on and off the pitch. Chris Rue, Director of Fan Growth and Analytics, oversees fan engagement and service, utilizing data to improve fan interactions and optimize team performance.

Use Case

Industry

Location

 27%

increased customer satisfaction rate and agent productivity

54%

reduction in customer hold times

93%

average customer rating in Salesforce

“Natterbox’s AI Call Coaching has been instrumental in providing clear insights into our agents’ performance. It not only validated our gut instincts on individual rep strengths and areas for improvement, but it also helped track empathy levels during high-pressure periods, like renewals. The product has allowed us to understand team trends over time, which has been crucial in making informed coaching decisions.”

Chris Rue

Director of Fan Growth & Insights

Challenge

Seattle Sounders FC runs a lean operation, with a dedicated team that is often stretched during high-pressure periods such as season ticket renewals. The service team, responsible for delivering exceptional fan experiences, faced challenges in maintaining consistent service quality across a high volume of interactions. The key issues included:

  • Lack of time for in-depth call coaching and performance tracking.
  • Inability to efficiently identify which calls required attention.
  • No structured way to monitor and coach empathy, objection handling, and other soft skills critical to fan satisfaction.

Chris recognized that the team needed more effective tools to improve agent performance, track trends over time, and make data-driven coaching decisions without hiring additional staff.

Solution

Seattle Sounders FC implemented Natterbox’s AI Advisor product, which allowed them to efficiently monitor and coach their service agents. By leveraging AI-driven insights, they customized call evaluation prompts tailored to their specific training processes and service expectations.

AI-driven call insights

Automated tracking of critical soft skills like empathy, call intros, and objection handling.

Customized coaching prompts

Tailored to Seattle Sounders FC unique expectations, including season ticket renewal playbooks and common fan objections.

Trend analysis

Allowed the team to track performance over time and focus coaching efforts on areas needing improvement.

Results

Since implementing Natterbox AI Advisor, Seattle Sounders FC saw significant improvements in how they managed and coached their service agents:

Enhanced focus

Managers can now allocate time effectively, spending their limited coaching minutes on the most critical calls and identifying trends.

Empirical insights

The team can now see clear data on call performance, empathy levels, and objection handling—crucial during high-stress periods like renewals.

Future initiatives

Plans to introduce a leaderboard combining quality and volume to recognize and reward agents for high-quality interactions, fostering a culture of competitiveness and engagement.

Clear trends

AI-driven tracking revealed a downward trend in empathy during long renewal periods, offering valuable insights that the team can now address proactively. Implementing Natterbox led to significant improvements.