Qualtrics, the leader and creator of the experience management (XM) category, today announced that NASCAR, the top auto racing organization in the United States, will leverage Qualtrics to bring the world of racing closer to its fans. Armed with real-time feedback, NASCAR will be able to make smart decisions and create more personalized experiences for fans, whether they’re in the stands on race day, watching at home or on a mobile device.

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Personalizing the fan experience

The pandemic brought live sporting events to a halt, leaving organizations like NASCAR to create new—and often digital— ways to deliver the same energy and excitement of a live venue. Now, as people return to in-person events, those organizations are looking for ways to adapt to fans’ changing expectations, needs and preferences.

NASCAR has curated a community of superfans, known as the Official NASCAR Fan Council, to better understand how avid fans feel about every aspect of the NASCAR experience — from the products featured on the racetrack, to the drivers in the cars, to the race broadcast on television. With Qualtrics, NASCAR can see how these superfans’ experiences change over time (and why) so they can communicate and engage with them in a more personalized way.

NASCAR also asks all attendees about their experiences at each event and, with Qualtrics, will be able to focus on the experiences that keep fans coming back. For example, though attendees may not rank things like pre-race experiences or merchandising as the most important part of their experience at an event, that carnival-like atmosphere is often what draws people back.

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Qualtrics also gives NASCAR the ability to act on feedback from fans in real time. If a fan reports a good or bad experience, representatives are flagged as the feedback comes in and can take immediate action to either improve the experience or turn an already memorable experience into an unforgettable one.

“Listening to NASCAR fans is at the very core of our efforts to drive engagement and grow the sport,” said Brooks Deaton, NASCAR Managing Director, Research and Insights. “Our commitment to leveraging data and insights to enhance the NASCAR experience requires that we fully understand the needs of the most passionate fan base in sports, and Qualtrics is integral in driving that conversation.”

“NASCAR is one of the top spectator sports in the U.S., and the organization knows how to deliver an amazing fan experience — whether supporters are watching at the track, at home or on the go,” said Qualtrics Head of Sports Industry Scott Ahlstrom. “With Qualtrics, NASCAR will be able to gain a deeper understanding of how its fans’ experiences are changing over time, what the organization can do to personalize those experiences, and how it can act on feedback in real time to create the fan experience of the future.”

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