Landscape. Stuart Dalrymple

The Sports CRM

The Sports CRM

Landscape

Stuart Dalrymple

• Founder & Managing Director: Goodform Ltd 2002

• Marketing Director: Newcastle Utd FC

• Marketing Director: Warwickshire CCC

• Development Director: Synchro Systems (Ticketmaster)

Career Summary

Recognised the need for sports rights holders to

improve their commercial

• Business Development Director: Wembley Stadium

• General Manager: David Lloyd Clubs

• Account Director: Sports Marketing Agency

• General Manager: Fulham Football Club

• Merchandising Manager: Wembley Stadium

commercial activity, specifically by engaging with their customers more actively and personally.

Goodform – The CRM Experts

• Worked for over 200 sports clubs & national governing bodies on CRM, membership, sales & marketing projects.

• Use 7 different CRM systems in our offices.

• Advise on strategy, software, personnel and campaigns.

• Advise on strategy, software, personnel and campaigns.

• Analyse systems and processes, research requirements and make recommendations.

• Not a software vendor and completely vendor ‘neutral’.

The Purpose of this Session

Help understand what CRM is.

Provide a background on Sports CRM.

Highlight the challenge of CRM in Sport.

Highlight the challenge of CRM in Sport.

Identify CRM objectives.

So what exactly is CRM?

We know the acronym means

Customer Relationship Management

but

but

‘CRM’ means

So Why CRM Now?

Tough economic environment Cheaper tools and systems available Tight budgets – need bang for buck

CRM

Increase in ‘digital’ use Customer expectations have risen

Current State of CRM in Sport?

•

5 to 10 years behind other industries.

•

Haven’t learnt lessons from other industries.

•

Mis-sold CRM by IT vendors.

•

Other aspects of CRM ignored.

•

Many failed attempts.

•

Lack of proper planning/strategy.

Question

Why do you think CRM is

so difficult in sport?

so difficult in sport?

Numerous Customer ‘Touch Points’

Tickets Online / Phone / Email / Stadium Conference & Events & Tours Web/ Mobile Social Media Retail Online/Stadium/ City Centre Transportation

Entry _{Food & Drink} Match day

Hospitality

Typical Example of Disparate Systems

and Data

Ideal Situation: Integrated Systems

CRM CRM Database

CRM is a

JOURNEY

not

not

CRM Key Components

Single Customer View

(SCV)

Contact details Purchase history Communications History Holy grail is a SCV of all of your

customers – _{Communications History}

Preferences Profiled customers – a very powerful tool.

Question

Why do you want to do CRM

better?

better?

Pre-Event Survey

Some of you provided us with excellent

information on what your current CRM

challenges are....

challenges are....

The 5 Stages of CRM development

Stage of CRM development Revenue Per Person Per Annum 1

Have not started on the CRM journey, no CRM system in place &

limited software to support the business, have some data but not using it to its full potential.

£1

2

No CRM system but good software systems in place: these

systems aren’t integrated, data is used to run one off campaigns but no updating of database. £10 T IM E IN V E S T M E N T

3 CRM system in place: not an integrated solution, internal resources

not using it to its full potential, no single customer view £15

4

Marketing led CRM: Have a single view of the customer, data used

in marketing for data analysis and e-campaigns. Communicate with database in a personalised, targeted manner. Not integrated into other functional areas.

£30

5

Fully integrated CRM: Have a totally integrated CRM solution across

all functions of the business. £60

T IM E IN V E S T M E N T

T IM E % o f R e s p o n d e n ts

A snapshot of where today’s delegates are on the CRM journey 15 20 25 30 35 T IM E

Stage of the CRM journey

% o f R e s p o n d e n ts 0 5 10 15 Stage 1 Stage 2 Stage 3 Stage 4 Stage 5

T IM E IN V E S T M E N T

Does your organisation currently have

a CRM system in place?

30% do not have a system T IM E IN V E S T M E N T 70% do have a system

What systems are organisations here today currently using?

Custom Made

IRIS

Integra Sugar _CRM Prospect

Soft Navision Provenue SmartFOCUS Salesforce Siebel Consensus InTouch_CRM Navision Microsoft Dynamics Delphi Ascent Exact Synergy Provenue Max InTouch CRM

What do you think about the performance

of your current CRM system?

Very unsatisfied 8% Satisfied & happy with Expected more 58% happy with the results 34%

Why is your CRM system not delivering the expected results? 0 10 20 30 % o f re s p o n d e n ts %

Commercial Growth

More customers

Revenue uplift from existing customers

- Increase spend per transaction (up/cross sell & self serve)

- Greater customer insight and personalised sales and marketing - Capture of greater customer data

Operational Excellence

Creation of unified sales team

CRM Desirables

Creation of unified sales team

- Reduction of commercial & customer service heads & outsourced cost (e.g. Ticketline)

Transparent, scalable and flexible management reporting

Staff efficiency savings through improved workflow & processes

Increase self serve transactions

Supporter Experience

Supporter experience improvement

Online Single Basket

Tactical Activity Plan

1. Data Consolidation.

2. Data Input onto CRM system.

3. Data Analysis - report on what you’ve got. 4. Data Enrichment.

5. Start Using Data for marketing campaigns. 6. Data Profiling/Segmentation.

7. Targeted campaigns.

Who Can Help You on the

Journey?

Internal

CRM Manager

Data Manager

IT Manager (who understands marketing) Junior database marketing executive

Junior database marketing executive

External

CRM consultants

CRM agencies

Digital Marketing agencies

Advantages of the Agency

Solution

• Cheap.

• Quick.

• No IT issues.

• No politics.

Tickets & Membership Community Credit card Retail POS

Conf & Events Booking

The Agency Solution

CRM Agency Match by Match Hospitality Online Store Website registered users Access Control TV / Online Magazine Agency

Case Study

Queens Park Rangers FC

• 2008 > disparate systems & data, 70,000 records, 6 separate systems, no CRM system, no history, no SCV, scattergun marketing , limited success.

• June 2008 > outsourced CRM to agency.

• June 2011 > 240,000 individual records on hosted CRM • June 2011 > 240,000 individual records on hosted CRM

system accessible by club and agency.

• Regular feeds from 8 systems and SCV of all 240,000 customers.

• Customers ‘segmented’ into 1 of 9 customer types. • Spend per head increased by 326% in 2010/11.