CX in action: Turning customers into fans the MLB™ way

After a thrilling, history-making end to the 2025 World Series™, what better company to profile in our CX in action series than MLB™ itself? In this post, we’re exploring how finding new and unique ways to deliver innovative customer experiences can pay off. We’ll dive into how MLB™ transformed its replay operations center and MLB.TV™ contact center with Zoom CX, making service faster and more engaging for baseball fans across the world. Particularly important during this nail-biting season! 

We hope that you find something in the MLB™ story, or in our more in-depth use case guide, that will help you think differently about your customer experience and how you can make it more memorable and seamless.  

If you haven’t read our other CX in action posts, go back and take a read to find out how to improve the customer journey with speed and trust,  uplift your customers the smart way, and skip the headache of manual workforce management and coaching.

With Zoom already powering its internal communications, the MLB™ Draft, and the revolutionary Zoom Replay Operations Center (ROC), MLB™ then extended its adoption of the platform to its contact center. By implementing the Zoom CX suite, including Zoom Contact Center and Zoom Quality Management, along with its advanced AI capabilities, MLB™ can now go above and beyond for its huge global fan base. The unified Zoom platform enables real-time insights, smarter routing, and improved agent productivity. Today, MLB™ is enjoying more engaged fans and a customer support team that’s driving strategic value for the league. 

Here are the steps the MLB™ team took to put the fans at the heart of everything they do and how this approach is having a business-wide impact:

1. Build trust with transparency

The Zoom Replay Operations Center allows fans to get a virtual look-in for game broadcasts and watch previously unseen replay discussions. This transparency helps fans feel more connected to the game.

The Replay Operations Center also integrates with national broadcasts, providing fans with real-time visibility into replay reviews and expert commentary, thereby strengthening engagement.

2. Speed up customer response time

Behind the scenes, the MLB.TV™ customer service team uses Zoom Contact Center to swiftly and reliably respond to customer billing and technical issues, helping them reduce call wait times and increase customer satisfaction.

Following a Zoom CX deployment, issues are resolved in real-time. The unified Zoom platform enables faster routing, real-time collaboration, and improved analytics, so fans get the help they need when they need it.

3. Empower agents and supervisors with AI-driven insights

MLB™ leverages Zoom's AI capabilities to provide agents with real-time knowledge and guidance during interactions. This reduces handle times, improves accuracy, and enables consistent, high-quality service. 

Supervisors at MLB™ are using Zoom Quality Management to quickly access key insights, such as engagement and sentiment scores, to monitor and coach more effectively and improve overall team performance. Not only are MLB™ supervisors reviewing 50% more calls, but they’re also saving 392 supervisor hours per week during peak times.*

With actionable insights derived from Zoom Quality Management, MLB™ has created a smarter, more efficient support environment that benefits agents, supervisors, and fans alike.

*Each supervisor is saving an estimated 2 hours per shift

4. Deliver personalized, scalable fan experiences

By unifying Zoom Phone, Zoom Meetings, Zoom Events, and Zoom Contact Center, MLB™ has built a connected ecosystem that supports both internal collaboration and external fan engagement.

Fans can now enjoy personalized, omnichannel support experiences, while MLB™ benefits from lower operational costs and higher satisfaction scores. The organization’s ability to scale support during high-pressure events, like Opening Day™, demonstrates the flexibility and reliability of the Zoom platform. As Neil confirmed: “The combination of smarter routing, faster resolution, and the ability to personalize support has led to more satisfied fans.”

5. Transform operations into a strategic advantage

The MLB™ team’s adoption of Zoom CX has redefined how it serves fans—combining transparency, speed, and personalization to deliver a world-class experience. With real-time insights and AI-powered tools, MLB™ continues to innovate and scale its operations efficiently, turning it into a strategic function and setting a new standard for customer experience in professional sports.

Get your copy of the full use case guide for more practical ways to amp up your customer experience and improve agent retention. This handbook for success showcases how you can reap the benefits of our solutions and improve customer service to make customers happier and reduce agent churn through practical examples, including:

• More ways to break down organizational silos for faster, more accurate customer service resolution 

So many of today’s problems with customer service stem from the frustration of being stuck in a loop of no resolution (or the ‘Doom Loop’, as we call it). Customers are sick and tired of being passed around, waiting on hold, and repeating their issues time and time again. Learn how to create a more streamlined experience by bringing your organization together and providing a connected experience for customers.

• Practical applications of AI to empower customers, agents, and supervisors alike

From self-service to quality management and analytics, AI has the potential to revolutionize the customer experience. We’ll show you how to implement AI without losing the human touch in the mix, a factor that makes a big difference to your customers.

• Innovative approaches to CX that will help you differentiate

Meeting your customers where they are may require doing things differently. Get inspired by real-life examples and take a fresh look at how you can create an experience your customers can’t wait to share. 

• How to deliver ROI, improve CSAT, and retain agents

There’s no point in making even the smallest changes if you’re not confident they’ll deliver results. Each example in this guide, whether real life or in the early stages of implementation, has been hand-picked with core contact center metrics and ROI in mind. 

Download the full guide and use it to create those moments of delight your customers will love, or embark on a more transformational change. Then get ready to watch the magic happen.

In our first blog in the CX in action series, find out how Topaz Services delivers faster experiences with a human touch, in our second how InflectionCX uplifts and empowers agents with AI, and in our third how Amynta skips the headache of manual workforce management and coaching.

Find out more about how Zoom CX can future-proof your contact center here. 

Major League Baseball trademarks and copyrights are used with permission of Major League Baseball. Visit MLB.com