Case Study: ESPN builds a world-class customer service team and boosts fan satisfaction with Medallia Agent Connect

How ESPN Built a World-Class Customer Service Team From Scratch

ESPN hired Micah Citi in 2005 to build a customer service operation from scratch and define an “ESPN style” of support. With no existing contact center, he had to establish service guidelines, train agents, and drive performance for a team that would grow to include three internal leaders plus 60 outsourced agents handling hundreds of thousands of phone, chat, email, and SMS contacts annually.

Micah prioritized the right tech stack and agent engagement: Zendesk for multichannel communication and Stella Connect for immediate, agent-level feedback. Real-time surveys delivered thousands of responses monthly, revealing issues (like templated emails) that were fixed quickly — email ratings jumped from 1.0 to 3.6 in a day — and a recognition program tied to Stella Connect boosted morale and accountability. The result: routinely industry-leading customer ratings (average >4/5), rapid operational insight, and a cohesive, high-performing team.

ESPN

Micah Citti

ESPN