Case Study: Chicago Fire Football Club achieves unified Salesforce fan profiles and faster callbacks with Intellistack

Improving Fan Experiences by Updating Salesforce Processes

Chicago Fire Football Club (Chicago Fire FC), a Major League Soccer franchise, needed a better way to capture fan feedback and build progressive profiles. Their survey tool couldn’t track deviations, historical trends, or easily share data across a fragmented tech stack, which led to manual data work and limited reporting—so they sought a single, easy-to-use solution that any employee could access.

Adopting Forms for Salesforce centralized data collection directly in Salesforce, removed the need for integrations and manual manipulation, and enabled progressive profiling, deviation and text analysis, and targeted follow-up. The club saved 15–20 hours per week, cut callback time from over four weeks to two, reduced the number of tools in their stack, and delivered dynamic, personalized fan experiences that boosted engagement.

Chicago Fire Football Club

Hart Zwingelberg

Director, Business Intelligence