Landscape. Stuart Dalrymple

Transcription

1 The Sports CRM Landscape Stuart Dalrymple

2 Stuart Dalrymple Career Summary Founder & Managing Director: Goodform Ltd 2002 Marketing Director: Newcastle Utd FC Marketing Director: Warwickshire CCC Development Director: Synchro Systems (Ticketmaster) Business Development Director: Wembley Stadium General Manager: David Lloyd Clubs Account Director: Sports Marketing Agency General Manager: Fulham Football Club Recognised the need for sports rights holders to improve their commercial activity, specifically by engaging with their customers more actively and personally. Merchandising Manager: Wembley Stadium

3 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. Analyse systems and processes, research requirements and make recommendations. Not a software vendor and completely vendor neutral. Provide the resources for clients to do CRM properly.

4 Goodform s Clients

5 The Purpose of this Session Help understand what CRM is. Provide a background on Sports CRM. Highlight the challenge of CRM in Sport. Identify CRM objectives. Your next steps.

6 So what exactly is CRM? We know the acronym means Customer Relationship Management but CRM means many different things to different people.

7

8 So Why CRM Now? Tough economic environment Tight budgets need bang for buck Cheaper tools and systems available CRM Customer expectations have risen Increase in digital use

9 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. Lack of resources allocated.

10 Question Why do you think CRM is so difficult in sport? Answers Please.

11 Numerous Customer Touch Points Tickets Online / Phone / / Stadium Social Media Conference & Events & Tours Retail Online/Stadium/ City Centre Web/ Mobile Membership Transportation Entry Food & Drink Match day Hospitality

12 Typical Example of Disparate Systems and Data

13 Ideal Situation: Integrated Systems CRM Database

14 CRM is a JOURNEY not a destination!

15 CRM Key Components CRM

16 Single Customer View (SCV) Holy grail is a SCV of all of your customers a very powerful tool. Contact details Purchase history Communications History Preferences Profiled

17 Question Why do you want to do CRM better? Why are you here today?

18 Pre-Event Survey Some of you provided us with excellent information on what your current CRM challenges are...

19 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 TIME 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. CRM system in place: not an integrated solution, internal resources not using it to its full potential, no single customer view 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 INVESTMENT 5 Fully integrated CRM: Have a totally integrated CRM solution across all functions of the business. 60

20 A snapshot of where today s delegates are on the CRM journey 35 TIME % of Respondents Stage 1 Stage 2 Stage 3 Stage 4 Stage of the CRM journey Stage 5

21 Does your organisation currently have a CRM system in place? TIME 30% do not have a system INVESTMENT 70% do have a system

22 What systems are organisations here today currently using? Custom Made IRIS Integra SmartFOCUS Sugar CRM Prospect Soft Microsoft Dynamics Ascent Navision Provenue Max Salesforce Exact Synergy Consensus Siebel Delphi InTouch CRM

23 What do you think about the performance of your current CRM system? Very unsatisfied 8% Satisfied & happy with the results 34% Expected more 58%

24 Why is your CRM system not delivering the expected results? 30 % of respondents Multiple reasons permitted.

25 CRM Desirables 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 - 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 Supporters to interact how/when/where they desire

26 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. 8. Ongoing database building/profiling/cleaning/enrichment.

27 Who Can Help You on the Journey? Internal CRM Manager Data Manager IT Manager (who understands marketing) Junior database marketing executive External CRM consultants CRM agencies Digital Marketing agencies Data Management companies

28 Advantages of the Agency Solution Cheap. Quick. No IT issues. No politics. A team of experts working for you.

29 The Agency Solution Retail POS Conf & Events Booking Community Tickets & Membership CRM Agency Credit card Magazine Access Control TV / Online Match by Match Hospitality Website registered users Online Store

30 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 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.