Fan Engagement and 360-Degree View with CRM on HANA

Transcription

1 SAP Forum for Sports and Entertainment Fan Engagement and 360-Degree View with CRM on HANA Stefan Ludwig DFB Wirtschaftsdienste GmbH - Consulting & Sales Services

2 Starting Point Legacy Systems and Processes That Did not Focus on the Consumer Fragmented Web portals External ticket provider Disparate client data bases System not integrated Different service levels No CRM strategy Missed opportunities Web portals Customer data foundation FCN Online shop Cup Guests Hospitality Ticketing

3 Program Schedule Program management (incl. PMO) Jun. - Oct. '12 Nov. '12 - Dec. '13 Jan. '14 - Apr. '14 May ' CRM Organization and processes System implementation Ticketing system implementation FI/CO system implementation IT Foundation and strategic/ conceptual "guard rail" for the following implementati on phase(s). Setup of CRM organization and processes Go-live CRM Ticketing FI/CO Setup of IT system landscape Design and execution of Web presence (ongoing) Optimization and expansion of CRM processes Stabilization and extension CRM Ticketing FI/CO Relaunch Web presence Web presence Copyright 2013 Capgemini Consulting. All rights reserved. 3

4 "Offering the customer a personalized, holistic, digital fan experience across all areas of the German Football Association (DFB)"

5 CRM Enables the DFB to Link Up Processes to Match the Needs of Fans and Consumers Analytical CRM "What" Fan Experience Operational CRM "How" 5

6 Segmentation of DFB Customers Fun seekers Consumers Companions / people going along for the ride Soccer fans / recreational players Soccer crazy families Club fans People interested in football Event seekers Private fan clubs Active fan club members "Loyal DFB fans" DFB fanatics B2B customers Premium customers & VIPs Partners / sponsors Special guests / guests of honor DFB members Club / school representatives DFB employees Referees / coaches Association representatives Subgroups Customer segments Subgroups 6

7 Segmentation Offers a Variety of Potential Benefits Use of segmentation Fußballinteressierte Event Sucher DFB Fanatics Premium Kunden & VIP DFB Angehörige Customer analyses Campaign management Generation / use of knowledge about fans Criteriaallowclearallocationof allow allocation of customers to segments; criteria can also be used across all areas Transparency on aggregated customer parameters such as crosssales area revenues Potential benefits of segmentation Targeted communication Campaigns can be tailored to specific groups needs Customers are addressed through their preferred channel Stronger positive relationship with the DFB ("the DFB understands me") 7. Responses & Bounces 6. Campaign execution 8. Campaign 1. analysis Campaign planning Campaign management process 5. Campaign 4. finalizationtarget group creation 2. Campaign setup 3. Content creation Tapping into cross-/ up-selling potential Cross-sales transparency on buying and usage habits provides a 360-degree view of customers and fans Tailored cross-selling and up-selling offerings can be applied in a targeted manner Greater campaign success Matching the needs of target groups increases the likelihood of a positive response Less wastage Fans and customers are not bombarded with offerings that are not suited to their needs

8 Example of Future Customer Journey: "Markus from Cologne Soccer Fan and Dad" On the side of the screen, he notices that there s a match coming up againist Sweden in Berlin. Advance ticket sales haven t started yet, so Markus signs up to receive a ticket alert. Because Markus intends to buy tickets for the game in Berlin anyway and can therefore benefit twice from the fan club discount, he decides to become a member of the fan club and registers for membership On his way to the game, Markus receives a message on his app telling him that there are traffic jams all around the stadium. The app suggests that he uses the Park & Ride parking lot nearby, and tells him what fan club activities are going on in the stadium. After he has entered his name, , and address (in Cologne), a message pops up telling him that the U21 team is playing in Cologne this weekend and that there are He pays for the U21 tickets and the fan club membership fee by credit card. The purchase confirmation contains a link that he can use to track the delivery of his tickets. He buys the ticket, clicks the Facebook Like button that has appeared, and adds the comment, Anyone want to join me? - both are posted on his Facebook wall. 8

9 360-Degree View - Data Networked Across all Sales Areas Ticketing Fan shop Business partner data (excerpt) Address data Order information Payment information Account data Data from DFBinitiated contacts Master data Static data elements (contact and address data; marketing attributes, such as preferences, newsletter subscriptions) Relationships Role-based data Preferences/ interests Agreements Data from customerinitiated contacts Responses Socio-demographic data Transaction data Dynamic data elements (contact and transaction history, such as product purchases, participation in competitions, telephone inquiries) Fan club Hospitality 9

10 CRM Competence Center Campaign planning (kick-off to substantiate potential and cross-area planning of campaigns in Q4, 2013 and Q1, 2014) campaigns (including use of initial process and system elements) Social media campaigns (including organizational "dovetailing" in the context of data acquisition) Analysis and reporting (partially system-based to obtain initial performance indicators) and other customer relationship management activities initiated in parallel, for example, setting up customer histories, optimizing (customer) data quality, customer acquisition (internal and external), coordination of layout and design,. 10

11 Reporting Tools Provide Extensive Analysis Options CROSS AREA REPORTS AREA SPECIFIC REPORTS Newsletter recipients Results of campaign start up phase Fan club member structure Customers by sales area Customers by region Fan club development

12 CRM and the New IT Infrastructure Are Teaming Up to Optimize the Customer Journey SAP ERP Ziel 2014 THE (SSO) Portal SAP Event Dem Kunden ein ganzheitliches digitales on Erlebnis HANA bieten und Ticketing die interne Ablauforganisation unterstützen SAP CRM on HANA Professional, harmonized internal processes Targeted communication with the relevant target groups Improved cooperation and coordination of sales activities Optimized customer support Transparency in marketing and sales controlling 12

13 Thank You for Listening!