Rugby, Football and CRM Unite in Wigan
Release Date: 03 February 2010
Wigan Warriors and Wigan Athletic have joined forces in a bid to better understand the needs of their supporters, and to benefit and support their sponsorship programmes. Both clubs have recently invested in a new technology platform from Green 4 to assist in their ongoing engagement with customers. The system will help the clubs profile and segment their supporter base and deliver a wide range of personalised communication. It is based on Microsoft’s "multi-tenant" architecture, which allows the clubs to share the implementation and running costs.
The critical aspect of the system for both clubs is its ability to incorporate all sources of information relating to a customer into a central database, such as ticketing and merchandising information. This in turn allows Warriors and Latics to better understand their customers, keep them better informed and provide more relevant offers.
The overall objective of the strategy is to both improve customer service and at the same time increase sales revenues for both supporter and corporate channels.
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