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All Things CRM at #ThinkTank16


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Who’d have thought a CRM event could be quite so much fun – but that was exactly the case at the summer edition of ThinkTank 2016 last week.

For those who didn’t attend you may be asking yourself, what is #ThinkTank16? Well, it’s an interactive CRM led event, specifically for the sports, leisure and visitor attraction sectors. 

Attendees included customers, prospects and general CRM knowledge-seekers, the King Power was filled to the brim with CRM enthusiasts.  

A special thank you goes out to our event sponsors; print partners PPD, 4Sight Sport & Leisure, Microsoft and FC Business.  

Peter Oliver, Director at Green 4 started proceedings by stating CRM is not a destination, it is a journey of continuous learning, process improvement and customer relationship evolution. 

Peter Summer Thinktank


Expanding your Visitor Expansion

The UK’s Number 1 Walkthrough Wildlife Adventure, Yorkshire Wildlife Park are in the process of developing a CRM and eCommunications strategy to support their next phase of development.

Cheryl Williams, Director of Yorkshire Wildlife Park spoke on the effect CRM and technology will have upon the business, supporting their vision to become a Top 5 Zoo by 2019. 

Cheryl Summer Thinktank

Technology. Strategy. Growth. Innovation underlined Cheryl’s presentation.

Growing Your Business

From Tree Top Adventures to Zip Trekking experiences, the tribe behind the multi-million-pound empire have revolutionised a new market for outdoor enthusiast.

Go Ape have fully embraced a customer first-strategy, putting their customers’ interests at the heart of what they do.

Go Ape recently launched Air Space, the UK’s ultimate trampoline park. Rebecca shared the benefits of a fully integrated CRM, eCommunication and booking system has had upon the business.

Watch this space…

Rebecca Summer Thinktank

Revolutionising the Industry

“The second big change is happening now and it is the emergence and power of digital media” explained Stewart Mison, Strategic Development Director for Microsoft’s Sports Business.

Stew spoke about the importance of going beyond the stadium crowd, this will allow clubs to capture and monetise their fan base not attending the game or who live overseas.

Stew Mison Summer Thinktank 2016

Microsoft Sports Division plan to help sports organisations transform the way they go to market, by increasing match day fan yield, as opposed to a ticket price hike; building the consumer (fan) database so that the commercial income streams can grow by direct access or in giving the sponsors a direct connection.

Stew left the audience thinking by asking “Of the many tens if not hundreds of millions of fans that Europe’s leading clubs claim follow them on social media from around the world, what specific data does each club have on these fans in their CRM system other than that for season ticket holders?

Future of CRM

We were delighted to invite our Summer ThinkTank 2016 hosts, Leicester City, to tantalise us with what the future holds for the Premier League Champions. CRM Marketing Executive, Liam Docherty gave us an insight of how CRM is utilised and the opportunities that comes with being Champions of England.

The exponential growth in supporter interest and exposure has led to one key thing; BIG DATA. A new, global fan base has added a bigger demand on data management and best practice CRM. Liam and his team are keen to ‘seize the opportunity’ and really exploit what has turned into a mammoth pot of data.

Liam Summer Thinktank

We are really excited to see how the Foxes progress with their CRM journey over the next few seasons and who knows, perhaps the 5000-1 outsiders pull off another shock next season!?

Growing The Value of Your Fan

Here at Green 4 we value the importance of customers and fans at the highest level. Tom Rowell and Birmingham City are really flying the flag for this philosophy. Tom made the short trip from the West Midlands to discuss how the Blues are maximising the value of their fans.

Segmentation, profiling, fan engagement and loyalty are all key messages Tom is keen to promote. With the help of CRM and data experts; 4Sight Sport & Leisure, Blues are using CRM technology to its full potential with a leading fan Loyalty scheme, comprehensive ‘Single Customer View’ and Fan Scoring Model.

Tom Rowell TT16

Birmingham City really are leading the way in the use of CRM and we look forward to seeing how this continues.

Power of CRM and eCommunications

We were thrilled that our friends from the Wales Millennium Centre were able to join us again for the Summer edition of ThinkTank. Jayne Smith, Head of Communications discussed the importance of CRM at WMC and how they get the most out of their CRM system.

Jayne Smith Tt16

As a leading light in Wales, WMC explain how CRM helps them reach a wider audience, identify ‘ghost visitors’ and inform key business decisions. Jayne also talked us through how CRM played a big role in the recent Festival of Voice held in Cardiff.

CRM Centred Booking Engine

One of Green 4’s most recent clients, Peter Hinde of Surf Snowdonia joined us at the King Power Stadium to take us through the journey he has been on with Green 4 technology.

Peter Hinde 123

Peter took us back to where it all started when he implemented the Go Booking Solution at Chill Factore and there were obvious comparisons between Chill Factore and now Surf Snowdonia with fully integrated online and POS sales, capacity management, product scheduling and e-marketing all contributing to a must-have requirements list.

With future developments including booking widgets, enhanced functionality and loyalty, we are really excited for what the future holds for Surf Snowdonia! 

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We want to thank everyone who joined us and made this a memorable event. We look forward to seeing you all at our next event.

Happy CRM’ing!

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