Perth Panthers Blog 9: Enhancing Customer Engagement with Dynamics 365 Field Service
What is Customer Engagement in Field Service?
Customer engagement is all about building strong, lasting relationships by delivering exceptional experiences. In the context of field service, customer engagement involves proactively managing the relationship with service recipients—whether they’re internal stakeholders, external contractors, or end customers like fans and visiting teams. Microsoft Dynamics 365 Field Service allows organisations to gather feedback, monitor satisfaction levels, and address concerns proactively, ensuring that customers are always satisfied with the service they receive.
For the Perth Panthers, enhancing customer engagement means delivering a world-class experience for both the teams using their facilities and the fans attending games at the Enclosure. From maintaining the ice and seating to ensuring that the arena’s digital screens and lighting systems perform flawlessly, customer satisfaction depends on the Panthers’ ability to manage arena operations efficiently and respond to feedback in real-time.
For the Perth Panthers, the app plays a critical role in coordinating repairs and maintenance at the Enclosure. Both the arena’s in-house staff and external contractors—who use a B2B account—rely on the mobile app to receive job assignments, track progress, and update the status of repairs in real time. This seamless integration helps ensure that all operations at the Enclosure run smoothly, whether the technician is on-site or working remotely.
The Problem: Gaining Insights from Teams and Fans
The Perth Panthers face a few challenges in ensuring that they meet the expectations of their internal and external stakeholders:
- No Centralised Feedback Mechanism: While the Panthers have various groups using their facilities—such as the team, visiting teams, and fans—there hasn’t been a centralised way to gather feedback and monitor satisfaction. Without structured feedback, it’s difficult to know whether issues exist or what can be improved.
- Delayed Response to Issues: Previously, feedback from fans or visiting teams about the arena’s facilities was often relayed informally or after the event, leading to delayed responses and missed opportunities to resolve problems in real-time.
- Lack of Continuous Improvement: Without a systematic way to collect and analyse feedback, the Panthers have struggled to identify trends and areas where they can make meaningful improvements to arena operations or the fan experience.
- Missed Opportunities for Proactive Service: The Panthers want to ensure they are anticipating the needs of their stakeholders. Whether it’s ensuring the locker rooms are kept in top condition or that fans can enjoy a clean, well-maintained seating area, proactive service requires ongoing feedback and data-driven insights.
How Dynamics 365 Field Service Improves Customer Engagement
By integrating Dynamics 365 Customer Voice with Dynamics 365 Field Service, the Perth Panthers can build a feedback system that allows them to collect insights from teams, fans, and other stakeholders in real-time. This integration ensures that every interaction—whether it’s a game day experience or a booking for ice time—is followed by an opportunity to gather feedback and address concerns.
Here’s how Dynamics 365 Field Service improves customer engagement for the Panthers:
- Customised Feedback Surveys: Using Dynamics 365 Customer Voice, the Panthers can create customised feedback surveys for different groups, including teams, contractors, and fans. These surveys can be automatically sent after key interactions, such as booking ice time, attending a game, or receiving maintenance services. The Panthers can ask targeted questions that gather specific insights into the quality of the ice, seating comfort, and the performance of arena systems like lighting and sound.
- Real-Time Alerts for Negative Feedback: Dynamics 365 Customer Voice is integrated with Field Service, enabling the Panthers to set up real-time alerts for negative feedback. If a visiting team or fan submits a complaint—such as a locker room not being clean or seating being uncomfortable—the operations team can receive an immediate notification, allowing them to address the issue before it escalates.
- Closing the Feedback Loop: Once feedback is received, the operations team can use Dynamics 365 Field Service to follow up. If a problem is identified, such as faulty equipment or poor service, the system can automatically generate a work order for the maintenance team to resolve the issue. This helps ensure that the feedback loop is closed and that stakeholders are kept informed about the actions being taken.
- Data-Driven Insights for Continuous Improvement: Over time, the feedback gathered through Dynamics 365 Customer Voice allows the Panthers to identify trends and make data-driven decisions. For example, if multiple teams report that the ice quality declines during games, the operations team can investigate and make necessary adjustments to the ice plant settings or Zamboni scheduling. By using this data, the Panthers can continuously improve arena operations and the overall experience for teams and fans alike.
Real-World Example 1

Real-World Example 2

Conclusion
By integrating Dynamics 365 Customer Voice with Field Service, the Perth Panthers have created a powerful system for gathering feedback and improving customer engagement. Whether it’s responding to concerns from visiting teams or ensuring fans have a great experience at the Enclosure, the Panthers can now proactively manage their arena operations based on real-time insights. This focus on customer engagement ensures that the Panthers remain a top-tier venue for ice hockey games and other events, continuously improving to meet the needs of all their stakeholders.
In the final blog, we’ll explore the future of field service and look at the emerging trends and innovations, such as AI-driven scheduling and automated support, that are shaping the future of arena operations.