I WANT (AND GET) MY MTV! by ProQuest

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									          I WANT (AND GET) MY MTV!
          While Akamai Technologies’ Web-content
          delivery efforts are technologically com-
          plex, its support stance is fairly simple:
                                                         Scoring with Fans
          Put the customer first, a tenet that helped
                                                         Retail had a bad season, but Wrigleyville Sports
          win the company one of this year’s Stevie      now finds itself safe at home


                                                         S
          Awards in innovative customer service.
                                                                  ome industries claim to be           year.) And yet Wrigleyville Sports man-
              “Our philosophy’s to be one step
                                                                  “immune” to the effects of a bad     aged to not only increase sales, but cut
          ahead in the service perspective,” says
                                                                  economy. Sports is one, relying      costs and improve customer service—
          Craig Adams, who leads Akamai’s cus-
          tomer experience team. MTV Online Net-
                                                                  on the die-hard love of the fan      thanks, in part, to the company’s March
          works, a New York–based division of            to keep the game—and revenues—alive.          2008 implementation of NetSuite’s mul-
          Viacom, experienced this firsthand. “We        (See “Customers for Life,” July 2004.)        tichannel Retail Management Suite, which
          had a site (Neopets.com) that was slow—        According to David Weiss, Internet mar-       integrates a robust point-of-sale (POS)
          really that’s all we knew,” says Rob           keting manager at Chicago-based mem-          system with an e-commerce platform.
          Roskin, MTV’s manager of online opera-         orabilia retailer Wrigleyville Sports, fans      Perhaps retail’s biggest challenge is
          tions and emerging technologies. “The          have yet to disappoint. “The                                     finding the balance be-
          site needed help and we didn’t know            economy doesn’t always                                            tween supply and de-
          where to get it.” Akamai recommended
                                                         drive our business,” he                                           mand. “When orders are
                  technology that sped things up.
                                                         says. “We focus on teams                                         coming in fast and furi-
    “From the     “From the second that the change
                                                         with a deep fan base.”                                              ous, we need to have a
                  kicked in, people suddenly said it
  second that     was so much faster,” Roskin says.
                                                         With the Chicago                                                      real-time inventory
   the change        Roskin deals with Akamai’s sup-     Cubs in the 2008                                                     system,” Weiss says.
                  port team several times a day. “[So    baseball playoffs and the                                       Previous solutions, he re-
     kicked in,   much] happens last minute that we      Pittsburgh Steelers winning Super                  calls, could only deliver reports several
        people    don’t have the time to do it wrong,”   Bowl XLIII, Wrigleyville Sports enjoyed       times a day, leading to a delay in knowing
                  he says. “I can tell [Aka
								
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