Doncaster Rovers sign CRM contract with Green 4 Solutions

Green 4 Solutions are delighted to have been chosen as CRM partners to Doncaster Rovers FC. Doncaster plan to use the Microsoft Dynamics and Green 4 technology as the cornerstone of their customer communication strategy. By introducing a database of all supporters and corporate customers, Rovers will be able to have far more informed conversations with customers and will be able to share club information though the Green 4 eCommunicator tool and a purpose built Customer Portal.

The Microsoft Dynamics software from Green 4 Solutions was chosen due to it's ease of use, because of it's ability to integrate with other key systems in use at the club and also because Green 4 were able to demonstrate a good understanding of the needs of the club.

Peter Oliver, director of Green 4 Solutions stated that the solution had been designed with organisations such as Rovers in mind, "For clubs like Doncaster Rovers, providing a highly professional service to supporters with limited resources at the club is essential. CRM is not all about selling more merchandise to fans. Keeping everyone informed of what is going on at the club, particularly at such an exciting stage in their history is absolutely essential in building loyalty over the long term. The increased revenues that the club anticipates from its move to the new stadium is simply a by-product of an improved customer experience."

The required hardware has now all been ordered, and the bespoke elements of the software are also now being created. The system will be installed in two phases. Phase 1 will give us an in-house server which will handle and segment all our customer data, display customer information in a variety of ways that will help us improve our service to you, allow preparation of e-communications using in-built templates, provide user training, and undertake personalised and targetted e-campaigns via a hosted server at Green 4 Solutions. Phase 2 will provide interfaces to an EPOS system in the two club shops, loyalty and affinity cards, ticketing, and, ultimately, access control at the new stadium. The CRM system will also be a vital component in smoothing the transfer to the new stadium.

Phase 1 will be implemented before the end of June, and Phase 2 will follow at the start of next season, with interfaces being linked as those facilities are installed in the shop and at the new stadium. The loyalty system will operate on an interim basis as necessary from the outset (with direct input of customer data) until such time as the ticket office, shop, and (ultimately) turnstiles can interface automatically as the relevant equipment is installed.

This is a major step on the road to delivering improved communication, customer benefits, and expanding our fan base as recommended by the fans' Focus Group, and indicates that the club continues to work in partnership with you, the fans, to progress the Three Year Plan which was developed by the Focus Group and presented to the club in December 2005.

The implementation of a comprehensive CRM and communications system, one of the main recommendations in the Three Year Plan, is a major and far-sighted investment by Doncaster Rovers aimed at matching our off-field activities and customer growth to the progress achieved on the pitch and planned for the future.