TECH
Advances in technology are helping operators give better customer care than ever. We take a look at how systems are playing their part
CUSTOMER CARE CASE STUDY 1 QUEENS PARK RANGERS USES CRM SYSTEM TO SPEAK TO FANS
was seeking to communicate more effectively with its fan base, develop its business processes and increase revenues via a new CRM strategy. At the time, the club had disparate systems and data, no CRM system, no customer history and no single cus- tomer view. Goodform’s brief was to consolidate the disparate data, create a single customer view and manage this data on an ongoing basis and use it to power targeted, personalised sales and marketing campaigns. Goodform now hosts, on its in-house CRM system, a single customer view of 240,000 records with regular feeds from eight systems across the club. Using a CRM-led marketing approach, this data has been segmented and profi led to produce nine customer types. This information has been used
S CASE STUDY 2 SERCO LEISURE REDUCES CARBON FOOTPRINT WITH ENERGY MANAGEMENT SOFTWARE
bal outsourcing company Serco Group PLC, is reducing the carbon footprint of its 70 local authority leisure centres. In order to monitor and help reduce
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energy consumption, Serco Leisure chose to use Legend's VISION Server Energy Management solution. Using the VISION Server, integrated with the Legend Club Management CRM system, Serco Leisure has been able to draw data from multiple, dis-
erco Leisure, provider of facili- ties management services to the leisure industry and part of glo-
parate sources into a central carbon management database and provide real-time insight into the causes of var- iations in energy consumption, from increased visitor numbers and extreme weather conditions to equipment fail- ure and the successful implementation of new energy saving initiatives. Serco Leisure uses the VISION Server Energy Management solution to set bench- marks for utility consumption and tracks progress against these goals via automatic alarms. Through the intelligent application of these incident
"We have achieved annual cost savings well in excess of £1m and are more environmentally-accountable"
ISSUE 2 2012 © cybertrek 2012
‘alerts’, Serco Leisure responds imme- diately to potential issues instead of discovering them months later in a review of utilities bills.
Through a combination of opera- tional focus, continuous improvement and the insight provided by VISION Server, Serco Leisure has reduced its carbon footprint by 29 per cent and is aiming at a further 5 per cent reduc- tion in the coming year. “We have achieved annual cost
savings well in excess of £1m by mon- itoring, tracking and benchmarking the way in which our leisure cen- tres function,” says Keith Thomas, managing director of Serco Leisure. “This is also enabling us to be more environmentally-accountable.”
Read Leisure Management online
leisuremanagement.co.uk/digital 37
ports CRM agency Goodform was appointed by Queens Park Rangers FC in 2009, as the club
QPR fans are targeted with personalised
campaigns and messages
to produce individual marketing plans for each of these types and their pref- erences. This approach has enabled QPR to identify its most loyal and prof- itable customers, as well as being able to target the right customers with
the right products and messages. According to Goodform, spend per head increased by 326 per cent in the 2010/2011 season, with e-marketing campaigns regularly achieving open rates of more than 40 per cent.
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