Seattle Sounders: AI Resolved 93% of Questions
Seattle Sounders season ticket members faced an unusually complicated renewal.
A shift in the MLS calendar meant choosing between two different membership paths: a 25-match Evergreen Membership with continuity and locked-in pricing, or a seven-match Sprint Membership for fans looking for a shorter commitment.
For members, the renewal decision suddenly came with more questions.
Seattle launched a renewal-specific Knowledge Base Agent powered by Jump, giving members a place to get answers while they worked through the decision.
- 93% resolved without a rep — of the renewal questions the agent was built to answer
- 70% of users asked before purchasing — the agent helped members during the decision
- $1.2M book of business — from members who used the agent
Seattle built the agent for this specific renewal
The Sounders loaded the agent with the details of the renewal campaign and the questions members were most likely to ask.
A member could ask what each option included, when a payment was due, how return ticket credit was applied, or what would happen if they wanted to make a change.
Members could get an answer inside the renewal experience and keep moving without waiting on a service response.
During the campaign, 349 season ticket members used the agent. It answered 338 questions outright without a rep stepping in.
Most questions came before the purchase
70% of users engaged the agent before placing their renewal order.
Among members who ultimately purchased, the median time between asking a question and completing the order was 3.2 days.
Members were using the agent while they were still working through whether and how to renew. Those members ultimately accounted for $1.2M in renewal orders.
Seattle also used Jump AI behind the scenes
The Knowledge Base Agent handled member questions, while Sounders staff used Jump AI for operational work around the same campaign.
That included offer updates, payment lookups, deposit tracking and reconciliation.
Seattle Reign FC also used Jump AI to handle a pricing update to support all-in pricing, avoiding an engineering-built process.
Together, those workflows let members and staff handle more routine renewal work directly in Jump.
Impact
- 93% of in-scope renewal questions resolved without a service rep
- 70% of agent users asked at least one question before purchasing
- $1.2M book of business from members who used the agent
For Seattle, the Knowledge Base Agent did more than deflect support volume.
It gave members a way to get answers at the moment they were deciding whether and how to renew, while keeping service reps focused on the conversations that actually needed a person.