Sports Alliance User Day The Digital VIP. London Stadium, October 6 th. Kate Dickenson, Sports Alliance. Francis Casado, MMC

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1 Sports Alliance User Day 2016 London Stadium, October 6 th The Digital VIP Kate Dickenson, Sports Alliance Francis Casado, MMC

2 2 Introduction: The VIP, CRM and Digital This session consists of two parts an introduction to VIP or Corporate Sales Management in CRM offline by Kate from Sports Alliance and then examples of Digital Product personalisation from Francis from partner MMC (Mobile Media Content) with whom we have worked on various Spanish stadium migration projects. Part 1: Dynamics CRM and Corporate Sales Microsoft Dynamics is a customer relationship management system that enables companies to care everywhere, sell effectively and market smarter. It will instantly be familiar to most as it s a Microsoft product. As a CRM system, everything is there in the box already for companies to make sales: Leads, Opportunities, Orders, Invoices, Activities, Accounts and Contacts. We use the basic structure of the system, and make some tweaks and additions to make it suitable for sports clubs, and custom to the client. CRM Customisations for Sport Structural or entity changes are actually quite limited. We create new entities for Events to handle fixture and non-matchday events, and Product Catalog - suites, lounges, boxes, bars, restaurants, car parking, sponsorships, mascots, advertising etc. This often results in more than 100 products in the system. We then set the pricing for these products, using Pricelists, for all the different price points: seasonal v matchday, A grade v B grade matches, current v next season, and so on. This means prices will be automatically populated on any quote or order created in the system. Additional workflows are created to automate tasks, e.g. the handover of orders from the sales team to accounts/finance.

3 3 Further changes are made to the UI / Forms including adding relevant lookups / pick lists and generally making the process as clear and familiar as possible to the Club Sales staff. All communication with the supporter can be logged in the system using activities, quotes can be generated, and advanced into orders which can be passed across to finance for invoicing, and then back again to the sales team to send out the tickets We ll also create dashboards and reports for the client. Dashboards are what the user will see when they sit down at their desk and log in to the system. They show what has been done recently (phone calls, s, orders) and what needs to be done today orders that need to be checked, tickets that need to be sent out, phone call follow ups that need to be made etc. They organise people s work and makes sure the communication with the customer and the order process is smooth.

4 4 Part 2: 3D Visualisation and Personalisation The CRM processes described above are an essential component of the VIP experience offline via the direct contact with the Club Corporate or Hospitality Sales and Service staff, in person or via the phone. The next part of the session introduced Francis Casado from MMC to look at another element of the VIP experience, online customisation of Corporate or Hospitality products using advanced 3D visualisations to deliver a custom or personal experience that can also speed or advance sales for complex and high-value products. Existing Stadium / Hospitality Product Venues may often offer multiple layout options or configurations, and the presentation of Corporate or Hospitality options differ considerably by layout or configuration type. Wembley has 20+ configurations, and layouts for football, NFL and concert were shown. The 3D / Virtual reality engine allows venue owners and managers to present options at a Stadium configuration level. As well as visualisations of the exterior of the stadium, and views from seat, MMC also create digital reproductions of internal corporate areas of the stand lounges, boxes, bars, etc. So prospective customers can have 360 views of the different options, and the views of the pitch, before they purchase

5 5 New / Future Stadium For venues or stadia still under construction, the ability to present Hospitality products using the 3D / Virtual reality becomes an integral part of the VIP experience in purchasing prior to an event. Examples were shown for the upcoming FIFA 2018 World Cup in Russia. The customizable tool enables face-to-face sales personnel to make the best VIP Boxes sale experience and enhance buying. The interactive editor menu configures different permutations for the lounges spending minimal resources generating maximum impact. It s a SIM like experience and allows the customer to design the box to their taste.

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