"No surprises on match day": How Magnifi built CX as a revenue engine

If you are sports fan and cant do without match highlights, you've seen Magnifi's technology in action. Their AI-powered platform turns hours of live footage into real-time digital highlights for millions of viewers worldwide.

But what makes Magnifi's approach to customer experience different isn't the technology—it's the philosophy behind it.

Ritu Bain joined Magnifi nearly five years ago when the product was still being built. Today, she oversees a unified revenue engine that integrates sales, marketing, operations, and customer success under one roof. We spoke to her in our latest episode of One CX, she shares the principles, metrics, and team structures that turned CX into Magnifi's competitive advantage.

Key Takeaways

1. CX should be in your DNA from day one

Most companies treat customer experience as a reactive function—something to build after you've acquired enough customers. Ritu argues this is already too late.

"Don't wait to say 'okay, now I've onboarded 15 customers, 20 customers, 100 customers and now is the right time.' No, by then it's already too late because the way you handle a customer should be in your DNA—and you've built a DNA without thinking about that."

At Magnifi, CX was part of the go-to-market strategy from the very beginning. They weren't just selling a platform; they were selling an end-to-end service backed by humans who understood their customers' world.

2. One door, not multiple doors

A common problem in B2B: customers have an issue, reach out to their account manager, get redirected to support, wait for a ticket, and repeat themselves three times before getting help.

Magnifi solved this by giving every customer a single point of contact—someone who isn't just good at building relationships with customers, but also good at building relationships internally.

"The customer is not scrambling: 'This is something to do with tech—who do I speak to? This is something to do with product—who do I speak to?' That's not the customer's problem. That's where the customer experience team comes in."

3. "No surprises on match day"

When you work with live sports, there's no margin for error. If you miss a goal, you miss a goal. This reality shaped Magnifi's entire CX philosophy into one sentence:

'No surprises on match day.'

The principle is simple: anticipate problems before they happen, and communicate proactively. Things will go wrong—but if the customer knows in advance, they're prepared.

4. NPS is a snapshot, not the story

Ritu uses NPS, but she's clear about its limitations: it's a picture in time, not an ongoing relationship.

"The NPS gives you a snapshot. It's a picture in time. Whereas the relationship with the customer is not a picture in time—it's every single day."

Instead, Magnifi tracks behavioral signals:

• How early is the customer looping you into their challenges?
• Are they coming to you with statements ("do this") or questions ("how should we solve this")?
• Are you part of their strategic decisions—or just an order taker?

5. CX drives revenue through trust

At Magnifi, CX isn't a cost center—it's a revenue driver. The logic is straightforward:

CX → Relationship → Retention → Trust → Expansion

When customers trust you, they don't just renew—they expand. They come to you with new problems. They refer you to their network. One of Magnifi's customers started with sports content and later asked: "Do you have anything for news?"

They didn't Google for a solution. They asked Magnifi.

"That's what trust does. It turns your CX team into a growth engine."

6. Hire for context, not just skills

When building a global CX team, Magnifi doesn't just hire for technical expertise. They hire for context—people who understand the customer's world, their culture, and even their sports.

"We all know our cricket really well, we know football really well—but American football is a different sport. When our customers are based in the US, we need people with intrinsic knowledge of sports we didn't grow up with."

About Ritu Bain

Ritu Bain is the Senior Vice President of Revenue & People at Magnifi, an AI-powered sports production technology company. She joined the company nearly five years ago and has built a unified revenue function that integrates sales, marketing, operations, and customer success.

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One CX is a podcast by Knoccs featuring interviews with B2B SaaS founders and CX leaders sharing real-world tactics to craft better experiences, stronger relationships, and faster growth.

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