A common issue amongst many businesses in maintaining a complete picture of their customers is the disparate locations of customer data. Data is often held in other 3rd party transactional systems, excel spreadsheets or even with marketing agencies or outsourced ticketing vendors.
Although we strongly believe that sport and leisure organisations will benefit most if using Green 4 Sport as a single platform solution without the need to for numerous systems, we do recognise that this is not always possible.
We have many years of experience integrating 3rd party systems into the central Green 4 CRM database. The 4 Integration mechanism is designed specifically to tightly integrate with your other systems and allow you to get the most out of your data.
The survival and success of any CRM system has a large part to do with the quality of data held within it and how regularly this data is used and updated. Green 4 Integration can provide regular data feeds from a wealth of data sources. This will periodically publish changes made in the source system and will update matched records in the CRM database.
Using query tools designed by Green 4, it is easy for marketing personnel to generate segments of customer data based on past transactions, and evaluate previous purchase behaviours to identify up sell opportunities and make future offers more targeted and personalised.
4 Customer Scorecard
The Green 4 Customer Scorecard applies a weighted score to a customer based on their previous interactions. The interaction can be based on any transactional feed from ticketing, merchandise and hospitality sales to attendance through access control systems or for a more sophisticated calculation, an amalgamation of them all. The Scorecard can also be used to measure a customer’s likely reaction to react to a marketing message or informational communication by measuring “clickstreams” in the same way as other transactions. The module is customisable and can be used to measure activity over any period. The calculations take place in the background simply presenting a weighted score against the customer record.
The score can be used in a call centre or by customer services department when talking directly to customers, but perhaps its most proactive use is in the generation of automated campaigns and messages which can triggered by a drop or increase in ranking. The uses are endless be this to encourage a lapsed customer to re-engage or to reward high spending clients who have achieved a certain ranking.