Smarter service for passionate fans

When demand peaks, the answers must be ready.

As a top-tier Bundesliga club with over 70,000 members and tens of thousands of fans engaging every match day, VfB Stuttgart’s service team faces enormous pressure. Whether it’s matchday logistics, ticket changes, or merchandise returns – the volume and variety of inquiries across channels were growing fast.

But information was scattered across multiple sources. The service team had to rely on outdated or inconsistent content, often answering the same questions manually. When high-profile games or campaigns sparked inquiry spikes, response times dropped and frustration rose – for both agents and fans.

VfB Stuttgart needed a central, structured and scalable knowledge base. One that made expert answers accessible and consistent – for every agent and every channel. And to further reduce manual load, they wanted a 24/7 digital assistant to handle recurring questions automatically.

One knowledge base. Multiple channels. Zero guesswork.

VfB Stuttgart chose USU Knowledge Management after an in-depth market evaluation. The solution impressed with its modular approach, alignment with real service workflows and chatbot integration.

The editorial team centralized and restructured over 600 solution articles in a clear, consistent format. From stadium guidelines and ticketing to fan club programs and return policies – every topic was covered. The new knowledge base powered all support interactions and offered helpful insights, like the most asked topics or content gaps.

In parallel, VfB launched a chatbot using the same knowledge – allowing fans to get quick, accurate answers around the clock. Whether checking return processes, ticket refunds or child seating rules, the bot resolved thousands of inquiries each month. And if needed, it seamlessly handed over to a human agent.

Game-changing service – even on matchday.

With USU, VfB Stuttgart now operates a fully digital knowledge environment that delivers fast, consistent answers – no matter the channel or time of day. The chatbot alone handles over 10,000 inquiries per month, reducing pressure on service agents and improving response quality.

The centralized platform empowers both seasoned staff and new joiners with structured knowledge. Feedback from fans and employees confirms: support is faster, smarter and more aligned with expectations.

The club’s knowledge system is now an integral part of its service DNA – and a model for how sports organizations can deliver top-tier service beyond the pitch.

About VfB Stuttgart

VfB Stuttgart 1893 AG is one of Germany’s most well-known Bundesliga football clubs – with over 72,500 members and a strong nationwide fan base.

The club combines deep-rooted tradition and modern sports management, engaging with fans across digital and physical channels. To provide fast, consistent service before, during and beyond matchday, VfB operates a full-service center that handles tickets, merchandising, memberships and more.

Based in Stuttgart, the club stands out for its commitment to operational excellence and fan satisfaction – on and off the field.

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Service that matches fan passion

At a glance

Customer

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USU Products

Scalable support for 70,000+ VfB fans

The Challenge

When demand peaks, the answers must be ready.

The Solution

One knowledge base. Multiple channels. Zero guesswork.

The Result

Game-changing service – even on matchday.

Deliver 100% correct answer in real-time

About VfB Stuttgart

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