Guards Polo Club 'Saddle up' for CRM

Guards Polo Club have set their CRM target and appointed Green 4 Solutions to implement Microsoft Dynamics CRM integrated with Green 4 eCommunicator.

As host to some of the most prestigious tournaments in the polo calendar, namely The Cartier Queen's Cup, The Credit Suisse Royal Windsor Cup Tournament and The Hurlingham Polo Association's Cartier International Day, the Club draws some of the world's best players and crowds to follow, with attendances in excess of 20,000.

Across the globe, Guards Polo Club has come to symbolise heritage and prestige within the world's leading business, celebrity and royal audiences. The Club works tirelessly to maintain its high standards of exclusivity and respect, and is associated with a small number of high profile companies who wish to portray the same standards to the same audience. These partners currently include Cartier, Credit Suisse, Audi, Meyado, Bisley, Hildon and Bose.

The Club's membership is the largest in Europe and both participation and spectators are growing at unprecedented rates. In order to keep track of this growing following and to retain the high levels of prestige and service with which both partners and members have come to expect, Guards Polo Club has decided to implement leading Relationship Management technology in order to enhance its position. Guards Polo Club has chosen the market leading Microsoft Dynamics CRM software from sports industry specialists Green 4 Solutions. The application will allow the Club to maintain confidential and personal details of all categories of member, sponsor and associate. In particular it will facilitate highly personalised communications to members, keeping them informed of activities at the Club.

Rather than broadcast irrelevant information to everyone, this will allow the Club to be more selective in the information that it sends, based on the requests of the individual. By using technologies such as email and eQuestionnaire it can ensure that it only delivers appropriate and requested information to members. Not only does this provide a huge advantage during the season, when there is a great deal of information and changes to schedules to communicate, but also during the quieter closed season as it provides a tool for both the Club and its partners to stay in touch with all interested members.

The system will be trialled during the remainder of this year and, if successful, rolled out in full for the New Year. James Turner, Head of Marketing at Guards commented: "The success of the Club has necessitated the introduction of this technology for us to maintain the standard of service for which we have become accustomed. By using software that is structured yet unobtrusive, we believe we can deliver even better service to our members. We have lots of great ideas of how to use the system and the nature of the software will allow members to participate in decisions of what aspects of the service they do and don't like."

For further information please contact James Turner, Head Of Marketing and Sponsorship on 01784 434212, ext 227 or email him at james.turner@guardspoloclub.com

For further information on Guards Polo Club please log on to www.guardspoloclub.com