Bristol City FC becomes the 30th Football Club to implement a solution for Customer Relationship Management from Green 4 Solutions.
With a new planned stadium on the horizon, due to be completed ready for the 2012/13 season, Bristol City realise the importance of managing their supporter profiles and making sure that they have the correct tools in place to do so.
Now is the time for them to start recording supporter behaviour so that they can build sophisticated profiles ready to target them with relevant offers and news to build relationships and create loyalty.
With Microsoft Dynamics CRM at the heart of the solution, all data, including 3rd party data from transactional systems such as the VenueMaster ticketing system, is centralized in a single view to make it much easier for slicing and dicing data to achieve targeted audiences for marketing campaigns.
Green 4’s add on for Email Marketing then provides the channel for communicating with Bristol City’s supporters and customers. To make this an even more seamless process Bristol City will be able to set up rules that automate email delivery, so for example, if a ticket has been purchased, a weekly birthday ecard or a post event survey. This will all help towards improving supporter communication and loyalty.
Ed Furniss, Head of Marketing comments, “The club is very ambitious and supporter-focused, and investing in a Football League-approved CRM was the natural next step for us.
“It is important for us to capture and retain as much information about our supporters and new ticket purchasers as possible so we can target and manage our marketing more effectively both in the short-term and in the long-term, as we look forward to the strong possibility of promoting an increased-capacity stadium.”