A case study from Football Queens Park Rangers. Joe Kyle, Head of Marketing
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1 A case study from Football Queens Park Rangers Joe Kyle, Head of Marketing
2 Presentation overview To share some insights into CRM implementation To demonstrate the benefits of a CRM approach within a sports organisation To specifically focus on return on investment
3 Some recent challenges! Suffered from negative PR from 8 managerial changes in 3 years! Including newspaper headlines of Manager head-buts player Supporter discontent was starting to rise!
4 Club Aims 2010/11 To develop stability at managerial level To improve supporter communications To continue grow revenues To win promotion to the Premier League achieved! To turn the tide of negativity
5 CRM Aims Grow Revenues Up sell/cross sell Increase spend per record Develop membership Enable segmentation Improve loyalty Improve Engagement E-communications Develop data insights Develop feedback mechanism Improve experience Improve loyalty
6 Senior Level Commitment Business case approved Deputy MD Investment supported Budgets not high and low resource levels Trial a solution to prove case and build once we get to Premiership achieved! Low risk option required
7 Disparate Systems Retail POS C&B Booking Community MBNA direct QPR Credit card Tickets & Membership Access Control Match by Match Hospitality Online Store QPR Magazine QPR TV Online Website registered users
8 Key System Functions Required Consult/ Advice Membership Voice mail/sms Data Analysis CRM Agency/ Systems? Voice mail E-comms Surveys Issues Small budget Low resource Low risk option reqd. Unsure of league status Trial and review Focus on CRM basics Measure results
9 The Agency Solution Retail POS C&B Booking Community Tickets & Membership Access Control CRM Agency MBNA direct QPR Credit card QPR Magazine QPR TV Online Match by Match Hospitality Website registered users Online Store
10 QPR Segmentation/Loyalty Season Ticket Holders Members Ticket Buyers Non Ticket Buyers
11 QPR CRM Closed Loop Approach Season Ticket Holders Members Ticket Buyers Non Ticket Buyers
12 E-Communications Strategy
13 Personalisation On transfer deadline day - Membership campaign sent asking supporters Will you be the next signing? Personalised campaign sent to those Personalised campaign sent to those with full name data Non personalised campaign sent to everyone else Subject line and copy both personalised Journalistic style content Membership benefits listed on right with clear calls to action
14 The Results Personalised campaign open rate was 32% in comparison to 14% on the nonpersonalised campaign Click rate on personalised campaign was 5 times greater than on nonpersonalised Personalised campaign generated 4,704 in comparison to 429 generated by the non-personalised campaign
15 Surveys New approach to customer feedback, survey mechanisms launched: Membership Season Ticket pricing New match attenders Important part of building engagement/recognition
16 Outbound Telesales Very important to close the loop Use internal staff or outsource Sales from click data is 10 times more likely to buy than raw data Also use as a targeted approach for higher value items Shortly begin concierge service to high net worth fans
17 Voice Mail Messages Its not just about e-campaigns and telephone calls other cost effective methods are available Generated 4 x times pay back and lots of positive PR on message boards
18 Can t do it without data...
19 Data Improvements - Introduced a number of data capture initiatives & also data KPI s for key departments - Improved understanding about importance of data capture...culture change Full database addresses June ,717 75, 073 June , ,072
20 Segmentation
21 Return on Investment Direct Revenue 200,000 Measured Estimated Revenue 600,000 Circa 3 times measured value Lifetime Revenue? 6m? 20 years
22 Summary Start with objectives what do you want to achieve? Need belief in CRM at the top.build case No need to spend big money outsource/start small Do the basics well and take it step by step Data is key ensure all staff buy in Measure results and build on successes The return is worth it now and longer term!
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