The Houston Astros The Houston Astros are an American Major League Baseball team based in Houston, Texas. In 2017, they won the World Series championship, the fi rst World Series title for the team and for the state of Texas. Ticket Sales Objectives The Astros wanted to take their customer service to the next level by equipping their employees with the tools to personalize fans’ experiences. Chris Hanz, VP & Chief Information Offi cer with the Astros, is focused on managing end-to-end information technology projects. He and his team are responsible for making customer experience improvements both internally for staff and externally for fans. Ultimately, their focus is on improving these operational areas through new initiatives and increased process effi ciencies. CASE STUDY The

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