From a passenger trying to find the right airport information to a football fan looking for help, the customer experience depends on getting the right information at the right time. Heathrow and the Bundesliga are aiming to tackle that challenge with customer relationship management (CRM) and customer data platform (CDP) systems, as they look to improve experiences across channels, systems and AI-powered interactions.
Heathrow has expanded its partnership with Adobe to focus on personalizing digital experiences and helping passengers find accurate information, including through AI-powered search. ServiceNow, meanwhile, has consolidated Bundesliga fan services across seven digital channels, reporting an 89 percent first-contact resolution rate.
The announcements point to a wider challenge for CRM and CDP leaders in connecting customer data to useful action wherever interactions occur. For me, the bigger question is how well these platforms connect customer data with action. Fragmented records, disconnected applications and inconsistent information can undermine personalization and limit what AI tools can deliver. At the same time, connecting more systems and giving AI access to richer customer context raises questions around data residency and governance.
Those foundations deserve as much attention as the latest CRM features. Businesses need to know whether their customer data is reliable, whether teams can use it across channels and whether the resulting automation actually improves service. This week's developments offer a few useful examples of how vendors are approaching those challenges.
Adobe and Heathrow Target Personalized Passenger Experiences in the AI Era
Adobe’s customer experience technology is set to support personalized digital experiences for more than 84 million Heathrow passengers a year.
The agreement announced on October 8 will see Heathrow use Adobe CX Enterprise, Adobe Experience Manager and Adobe Brand Visibility as part of its digital transformation. The airport plans to introduce a new flagship website designed to provide consistent information and experiences for passengers, local communities and government stakeholders.
The partnership also addresses the growing role of AI-powered search in travel planning. Adobe Brand Visibility will help Heathrow monitor how its content appears across platforms including ChatGPT, Google Gemini, Microsoft Copilot and Perplexity, with the aim of improving the accuracy and discoverability of information about the airport.
The deployment provides a clear example of how customer experience management is extending beyond a company's own website to the AI platforms people use to research services and make decisions.
Bundesliga Resolves 89% of Fan Enquiries at First Contact With ServiceNow CRM
Germany’s Bundesliga has selected ServiceNow as its official CRM partner, expanding an existing relationship with the vendor as it consolidates fan services across digital channels.
According to ServiceNow’s October 7 announcement, the German football league moved fan services from seven digital channels onto a single platform after implementing ServiceNow Customer Service Management in August. The deployment has reached an 89 percent first-contact resolution rate, while the number of fan cases created has fallen by more than 50 percent compared with the start of the season, according to the company.
The platform brings together enquiries from channels including the Bundesliga app, website, email and social media, giving service teams a consolidated view of fan interactions. A centralized knowledge base handles recurring questions automatically, while ServiceNow’s Now Assist provides case summaries, relevant knowledge and suggested responses for more complex enquiries.
