Stories of the mismanagement of customer data by Social Media giants and the looming threat of tighter legislation around personal data through the General Data Protection Legislation (GDPR) have only served to increase the value of this most important of business assets.
As is often the case when a light is shined on a subject, it is the threat of no longer having unlimited and uncontrolled access to customer data that has sent its perceived value through the roof. In pure economic terms, it is scarcity value, the threat that unbridled use of this resource will no longer be permitted, that has increased the importance and value of customer data.
On May 25th 2018 a new data protection law will come into force, the General Data Protection Legislation, GDPR for short. In light of this new data dawn, Green 4 Director, Peter Oliver comments on the important role that CRM best practice plays in managing your customer information correctly...
Best practice CRM advice has always focused on maintaining accurate and up-to-date customer data, and communication that is considered both engaging and personal. Best practice has never suggested that data can be acquired from dubious sources or that customers should be bombarded with unsolicited messages. In fact, open rates and high levels of suppressions indicate that this approach is doomed to failure.
Many clubs today are realising the importance of looking after key segments of their fan base. From the die-hard season ticket holders to the international social followers, more and more clubs are introducing schemes and initiatives to reward fans for their affinity to the club. There have been many examples of failed loyalty schemes, so to help you avoid this I’ll cover some of the key considerations to ensure that your loyalty scheme is a success.
Every organisation understands that a data-driven Customer Relationship Management strategy is an essential approach in today’s world. The capturing and utilisation of visitor and fan data to generate insights can be used to improve engagement and build more productive relationships. Whilst selecting the right systems infrastructure is a key element of a CRM programme, success also involves much more than just new technology.
Now that the debate has shifted from ‘Is using CRM and data the right approach for us?’ to ‘what’s the best way for us to implement a data-driven approach to CRM?’ it is important to understand the various options available. In this paper, we will be considering the option that sports and leisure organisations have to outsource aspects of CRM and data management to a specialist agency partner and the many potential benefits of this approach.
Microsoft Dynamics CRM workflows are an amazing tool. They allow for simple, or complex automation of tasks within Dynamics CRM that can make an incredible difference to an organisation. Once they’re established, they will work away in the background, completing tasks whilst you concentrate your efforts on other things.
As CRM has become a fundamental cog in the sports (and leisure) marketing machine, attention has been able to turn to other ways of engaging customers to make sure they’re interacting with our CRM activities.