Overview
The Chicago Cubs were already delivering exceptional fan experiences — but with a lean 400-person team fielding thousands of interactions daily, they needed to do more. Manual CRM entry was eating into rep time, and limited call visibility made coaching and scaling white-glove service a challenge. With RingCentral AI Virtual Assistant (AVA), AI Conversation Expert (ACE), and a Salesforce integration through RingCentral's App Gallery, the Cubs automated post-call workflows, unlocked coaching insights, and raised the bar for fan experience — building the foundation for the next era of service.
RingCentral AI Virtual Assistant saves our team valuable time on every call, while AI Conversation Expert helps us coach staff at scale. Together, they've transformed how we serve thousands of fans daily — delivering the white-glove experience our fans deserve.
Steve Inman
Vice President of Technology
About our customer
The Chicago Cubs, based in Chicago, Illinois, are one of Major League Baseball's oldest and most storied franchises — founded in 1870 and a charter member of the National League since 1876. Known as the Cubs since 1903, the organization has competed in 11 World Series and employs 400+ full-time staff across operations in Chicago, Mesa, Arizona, and the Dominican Republic.
The challenge: Growing demand with limited bandwidth
The Chicago Cubs have always put fans first — and as demand grew across thousands of daily interactions, from season ticket holders to premier suite holders, delivering that same personalized service required a smarter approach.
- Manual call logging: A five-minute call required one to two extra minutes of post-call data entry, pulling reps away from the next fan interaction.
- Conversation gaps: Without insight into how conversations were going, consistent coaching and service quality were nearly impossible to maintain.
- Capacity strain: A lean fan services group fielded thousands of daily contacts from season ticket holders and suite holders, with no room to scale.
The solution and ROI: Scaling fan service with AI precision
The Chicago Cubs partnered with Converged Technology Professionals, Inc. to deploy RingCentral RingEX — an AI-cloud platform built to modernize how teams communicate, coach, and connect. By putting AI at the center of every interaction and eliminating manual friction, they recapture lost productivity and raise the bar for fan experience.
The implementation of the RingCentral product suite delivers the following results:
- AVA automatically transcribes and summarizes every call, pushing clean notes directly into Salesforce.
- ACE enables the organization to build internal team skills independently and deliver one-to-one coaching at scale.
- RingCentral App Gallery bridges RingCentral and Salesforce into one connected workflow, giving the fan services team real-time access to customer data and a complete view of every fan interaction.
What’s next for the Chicago Cubs
Steve Inman and The Chicago Cubs are just getting started. With RingCentral AVA and ACE delivering results, the team is focused on deepening their AI footprint across fan services, coaching, and operations. Inman’s approach is clear: partner with companies that keep pushing the envelope — and build from there.
To learn more about our customer, visit the Chicago Cubs.
