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CRM can help target the right products and services to the right customer


Health & Leisure


STUART DALRYMPLE FOUNDER AND MD, GOODFORM C D M


uring the past decade we’ve seen the sports


industry’s approach to its customer relation- ships shift significantly and CRM has become an increasingly important strategic tool.


Although still slightly behind other industries, sports organisations are rap- idly recognising the value of cultivating strong customer relationships to aid retention and loyalty for long-term com- mercial gains. We’ve seen this first-hand at our annual Sports CRM Summit, which is a platform for the sports industry to explore the latest developments in CRM. Each year the event has grown and con- tinues to attract more delegates from across Europe who are keen to progress their knowledge of CRM and its applica- tion in their business.


From working with our clients on a tac- tical basis we’ve witnessed first-hand the commercial gains that can be achieved when sports organisations adopt a cus- tomer-centric approach and our work as CRM Agency for Queens Park Rangers FC is a prime example. We were appointed as CRM agency for the club in 2009 as they were seeking to communicate more effectively with their fan base, develop their business pro- cesses and increase revenues via a new CRM strategy. At the time the club had ‘a


Issue 4 2011 © cybertrek 2011 Y CM


Sports organisations are rapidly recognising the value of cultivating customer relationships


MY CY CMY K


scattergun approach’ to marketing, dispa- rate systems and data, no CRM system, no customer history and no single customer view. Our brief was to consolidate the dis- parate data, create a single customer view and manage this data on an ongoing basis and use it to power targeted, per- sonalised sales and marketing campaigns. Our in-house CRM system hosts a single customer view of 240,000 records with regular feeds from eight systems across the club. We’ve segmented and profiled this data to produce nine customer types and produced individual marketing plans for each type based on their preferences. Using this approach we’ve been able to identify the club’s most loyal and profitable custom- ers as well as targeting the right products and messages at the right customers to give our clients an excellent return on invest- ment on their marketing spend. Spend per head increased by 326 per cent in the 2010/2011 season, our personalised e-marketing campaigns regularly achieve incredible open rates of more than 40 per cent and we’ve tracked direct incremen- tal revenue generation of approximately £10,000 per month through our campaigns.


www.gladstonemrm.com 01491 201010


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