m-hance SHL 360 Overview

m-hance SHL 360 Overview

Sector Overview The sports, hospitality and leisure sector faces a number of significant challenges as consumers needs and expectations become more complex. Alongside this, pressures on personal finances cause much of the public to be more selective in how they spend their money. The impact of the recession on take-up of sport, hospitality and leisure based activities has been mixed on one hand, many consumers have less disposable income; on the other, many are prioritising health and fitness over traditional pastimes such as eating out or going to the theatre. And, although a run of poor British summers has boosted travel abroad, staycations remain popular, boosting spending at domestic holiday destinations and local leisure and hospitality facilities. In the private sector, sports, hospitality and leisure organisations need to stay one step ahead of consumers by continuously meeting needs with relevant service offerings, whilst also providing value-for-money to consumers with overstretched budgets. From the way season tickets and gym memberships are priced and paid for, to the incentives offered by cinemas, theatres, restaurants and hotels, service providers need to be endlessly creative while making sure they are still taking a profit. m-hance SHL 360 Concept Gyms, sports clubs and hotels face the common issue of tracking a customer s activity and establishing how each interaction fits within the overall business dealings. The key to maximising revenues and profits within the sports, hospitality and leisure sector is to target customers more effectively, and ensure that services are appealing yet remain appropriately priced. If every point of contact can be cleverly tracked, then the data can be managed intelligently and personalised service offerings are a realistic opportunity. m-hance SHL 360 is based on Microsoft s CRM application. We ve configured the industry leading solution for the sports, hospitality and leisure sector by developing optional modules, alongside finance and reporting capabilities as standard. This enables you to build and shape CRM using components we have created specifically for this sector, dependent on the sector-specific needs of your business. Using m-hance SHL 360, businesses are able to build up a single, holistic view of an individual supporter, guest or member. Consequently, this significantly assists gyms, sports clubs, theme parks, restaurants, associations and hotels monitor behaviour, track preferences, plus target and promote new products and offers accordingly. As m-hance have worked with organisations such as the RFU, FA, International Tennis Federation and Jockey Club they were a straightforward choice for us. The onpremise offerings and quick implementation of SHL 360 means that we can concentrate on more strategic challenges. Simon Collinson, Marketing Director, Wigan Warriors

Membership Management Retail Finance Ticketing Customer Service Marketing m-hance SHL 360 Access Control Associations Event Management Hospitaility Reporting Loyalty Event Management Today, many events are typically managed through digital channels and consumers are increasingly expecting businesses to adopt current forms of communication. The ability to manage attendee information and any related data from a central system is paramount in effective organisation of events in this sector; not just preceding, but for follow up as well. This module will allow you to seamlessly plan, manage and optimise events. Whether your venue is suitable for webinars, seminars, committee meetings, annual conferences or single day events, m-hance SHL 360 provides a suite of capabilities that will help you manage your event, including: Record all details for event; name, description, CRM campaign number, event type, cost (and replicate these details for repeat events) Calendar and scheduling functionality ensures that rooms/suites are not double booked and users of m-hance SHL 360 are aware of upcoming events Allocate resources such as rooms, people and equipment to guarantee that assets are not stretched Capacity planning to prevent over subscription

Promote through, and integrate with, registration portals to help automate processes Record associated costs such as equipment hire and marketing material Invite attendees via mail merge and telemarketing activity to reduce timely invitation procedures and help record response rates Workflows in place to communicate with any registrations to ensure no customer is forgotten This module is key to maximising the full potential of your sports club, gym or hotel. Your primary business focus may not be on events, but our Event Management offering within m-hance SHL 360 will help you effectively maximise profits by utilising the space you own. Associations This module allows you to create associations between two or more key data sets you may be storing. For example, you may find it beneficial to view a list of all parents and/or guardians of your junior supporters/members. You can also build up multiple associations between entities such as members, ticket holders and guests that have not received specific communications in a certain timeframe. These often provide worthwhile marketing lists that can be used to plug opportunities quickly. Finance The Finance element is one of two modules included as standard with m-hance SHL 360. This module facilitates sales transactions between new and existing clients. Integration capabilities also accommodate for financial management systems such as Dynamics GP by updating the sales ledger, general ledger and analytical accounting. By integrating additional elements of m-hance SHL 360, the Finance module also includes the following capabilities: Check availability of key information during the sales transaction process (tables/parking spaces for events etc.) Financial Key Performance Indicators (KPIs) can be reported on by analysing various data sources, ensuring you are meeting financial targets. Key decisions surrounding price orientated marketing offers are like to be based on information in the financial module also Quote, ordering and invoicing capabilities exist to ensure the sales process can be as seamless, integrated and quick as possible Discounts and special price points can be applied to a particular event or membership level within m-hance SHL 360. This provides you with flexibility across different customer types and facilitates any loyalty rewards you may have Integration with popular online payment providers ensure that secure online payments can be made and correspond to events (or relevant products/subscriptions), which allows for easier reconciliation by event Handling direct debits dependent on membership level and any discounts or surcharges that these may incorporate. Workflows can also be put in place to handle any non-payments, such as restriction of access to events, clubs and/or grounds, which help to enforce more stringent controls around cash flow management

Membership Management This element of m-hance SHL 360 allows you to manage a variety of different subscriptions, whether they are based on single, family or corporate memberships, which may originate from your website or separate portal. Furthermore, our solution incorporates reminders to help you automate renewal processes and personalise communications based on different membership scenarios. Billing is a key concentration within the Membership Management module. This component provides you with flexible options including: Retail The retail element within m-hance SHL 360 focuses on capturing and interpreting the data from retail sales within your organisation (e.g. merchandise in club shops, branded sports goods in gyms and any supplementary services within hotels). This can result in many upsell/cross-sell opportunities if future offers are appropriately marketed. For this to be possible, the module stores retail transactions by communicating with multiple 3rd party retail/epos systems such as Medoc, Gama and Microsoft RMS. Details of transactions include: Product number/id Transaction value Unique transaction ID Product description Transaction date Source system ID This information helps you build a complete list of purchases and allows you to analyse an individual s transaction history. At this stage, you can begin establishing trends in purchasing patterns and tailor offers via marketing in m-hance SHL 360 to upsell/cross-sell. Ticketing To ensure that any ticketed events within your business are monitored and recorded effectively, m-hance SHL 360 has the ability to capture ticketing transactions from multiple 3rd party vendors, such as ENTA, Audience View and TicketMaster, at contact/account level. Our comprehensive ticketing module acts as a repository for all ticketing transactions from your own or 3rd party system; gathering all ticket related information from purchaser ID to seat number. Essentially, this enables you to analyse and report on transactional history, providing you with key data for generating targeted marketing campaigns. You can highlight which customers are likely to attend particular events or matches, and identify any that may need encouragement via additional communications or special offers. Access Control With similar capabilities to the ticketing module, this is vital to your business if you implement any form of access control. By capturing data as customers enter (and leave in some scenarios, e.g. gyms), you are provided with important information regarding each customer s behaviour. Understanding when people typically enter your club, gym or hotel lets you establish the type of relationship that exists, and offers a significant starting point if you re keen to develop it. For example, many sports fans arrive to the ground just before the game is about to start. m-hance SHL 360 has the capability to build a profile of these customers, meaning you can target upsell/cross-sell offers that appeal to them (maybe by identifying half time purchasing habits; see hospitality module), which are only valid at certain times before the match.

Hospitality Food and beverage is possibly one of the most common upsells in the sports, hospitality and leisure sector. Consequently, understanding the purchasing habits of your customers, and tailoring special offers around this information, can be instrumental in identifying business strategy. m-hance SHL 360 captures transactional data surrounding hospitality purchases from your own or 3rd party systems. With this information, you re able to establish popular product lines and unprofitable offers. The Hospitality module furthers the functionality of the Event Management offering by incorporating product bundles offered by the hospitality department at specific events. Loyalty Loyalty clubs are typically associated with businesses in the sports, hospitality and leisure sector and thorough management of this data can help identify the advocates of your business and therefore most profitable revenue streams. m-hance SHL 360 s Loyalty element of CRM amalgamates all the relevant data for loyalty schemes, including: Attendance Hospitality purchases Ticketing purchases Retail purchases Any integrated EPOS transactions Regardless of whether you operate a loyalty scheme explicitly or implicitly, all of these data sets provide you with a complete picture of a customer s interaction with your business. Consequently, you can communicate relevant rewards through the marketing module of CRM. Marketing The Marketing solution within m-hance SHL 360 will enable you to manage marketing campaigns with ease. Your marketing department will be able to segment members to create email, phone and letter marketing lists and apply the lists to campaigns. Added benefit comes from the system s ability to create, plan and assign marketing activities against campaigns, which in turn can be allocated to a budget. The number of responses to marketing communications can be assigned to overall campaigns. Reports can then be generated within the Marketing module to summarise these responses in the form of click, open and bounce analytics. Furthering this, m-hance SHL 360 has been developed with the ability to drill down into individual clicks, highlighting the link the customer has clicked on, so that you can effectively follow up with relevant communication. Overall, this provides you with accurate performance tracking of all activity, enabling you to make informed decisions on campaign success. Within the Marketing module, you can also create and send surveys to obtain feedback from customers. This information is invaluable when developing your targeting marketing campaigns within m-hance SHL 360 as it provides deeper insight into what the customer wants. By developing two-way communication with your customer base you are able to reflect customer preference in marketing strategy. Seek feedback via the survey builder, which allows you to mandate responses on particular questions and generate a variety of qualitative and quantitative answers. Answers can then be reported by individual customer or by overall responses, which lets you drill down to specific feedback or analyse where consensus lies.

Reporting m-hance SHL 360 s second module pre-built into the solution is the reporting functionality. This element provides you with visual representation of data sets within the CRM system, providing you with key information at a glance. This should help you make significant time savings by spotting opportunities within trends easily. m-hance SHL 360 contains a variety of prepackaged reports outlined below: Demographic analysis provides develops your understanding of varying customer types visiting your business. This is vital for targeting marketing offers effectively; for example, some products in the club shop may be gender specific or suitable for adults only. You may also want to target different offerings to customers with certain levels of disposable income Dashboards by membership level to further segment customers visually. This can help identify common purchasing habits or interactions within membership groupings and generate offers accordingly Departmental reports allow you to highlight success and/or areas of the business that may require more strategic focus Marketing campaign reports will enable you to drill down into the effectiveness of any communications you have sent out and learn from campaigns you have implemented Existing data cubes you may have within your business can also be integrated on installation to gain insight into your customer base immediately.

Customer Service m-hance SHL 360 also caters for any businesses within the Sports, Hospitality and Leisure sector that have a customer service arm. This module will be of invaluable use for customer service departments due to the following capabilities: Managers can use real time dashboards to monitor overall case statistics and whether they have been resolved. This means high priority scenarios can be drilled into to give a detailed overview Representatives are provided a summary of the cases they are working on, which can be sorted by priority to ensure customer satisfaction levels remain high A live Activity Feed provides customer service representatives with real time information on any queries raised socially on channels such as Facebook. By incorporating this feed, it means staff can execute their work in one place and monitor feedback as it happens Within competitive marketplaces there now lies a greater demand for wider organisational measures than just finance, such as service experience and customer satisfaction. Ultimately, this broadens the performance required from your business and increases the need for features found within m-hance SHL 360 s Customer Service module. Why m-hance SHL360? Familiarity As m-hance SHL 360 is based on a CRM platform from Microsoft, staff within your business are likely to be confident users of the solution in a much shorter timeframe. With over 500 million users of Outlook worldwide, it s likely that this will be a benefit within the sports, hospitality and leisure sector due to similarity in design of all Microsoft s products. This should negate any unnecessary training costs of implementing solutions with contrasting user interfaces and design. Flexibility m-hance SHL 360 offers your business a customisable platform, which allows you to choose from a range of sector specific modules. In comparison to an out-of-the box solution, using our building blocks, you determine the functionality of the product dependent on your needs. This means you can ensure the solution coincides with your business strategy and caters for any financial obligations. However, if you d prefer something tried and tested, our CRM specialists can advise you on popular configurations that have worked well for others. Insight Due to the ever changing nature of the sports, hospitality and leisure sector, customer needs are becoming more complex and harder to recognise. Alongside this, customers are becoming increasingly aware of the choices available to them in such a competitive marketplace. All elements of m-hance SHL 360 are developed to provide deeper insight into customer interactions with your business. The valuable information collected can help create a persona of customers within varying demographics and membership scenarios, enabling you to identify the needs of your clientele in a much quicker and effective fashion. Efficiency As this solution has been developed with the sports, hospitality and leisure sector in mind, data within m-hance SHL 360 allows you to make more informed decisions compared to traditional CRM solutions. Based on insightful information, and comprehensive reporting, you will be able to make choices that save time and money. Consequently, you can reduce maverick spend on speculative campaigns and target specific demographics with offers that will be appealing to them. Overall, m-hance SHL 360 provides organisations in the sports, hospitality and leisure sector with a competitive advantage to help grow your business and provide a healthy return on investment.

About m-hance? m-hance is a Microsoft Dynamics Gold Partner and we are with you all the way. We are the largest Microsoft Dynamics GP Partner in Europe with over twenty years of experience supporting our customers end-to-end with their ERP, Dynamics CRM, SharePoint and hosting requirements. Our preferred approach is to work in collaboration with you. From an initial discovery meeting, where our experts take the time to understand your business, right through to project planning, implementation and ongoing support, apart from gaining a more efficient business, you ll have peace of mind knowing you can continue to rely on our service and support whenever you need it forever. m-hance Ltd, Trinity House, Bredbury Park Way, Manchester, SK6 2SN Tel: +44 (0) 330 777 1950 info@m-hance.com www.m-hance.com