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A sports fan arguably is the ideal client, frequently promoting and communicating about their favorite brand (the team). But using that passion and learning how to manage, communicate and embrace them in a way that can satisfy the team and the fan is easier said than done.
Many sports teams rely on CRM software to help them create, build, and manage fan relationships and streamline ticket sales. And it shouldn’t be a surprise that Microsoft’s Dynamics CRM is a popular choice.
So, the obvious question here is-why is CRM software so important for sports teams? Let’s look at a few important ways the sports teams use Dynamics CRM:
1. Building a detailed fan profile
According to Microsoft, a lot of soccer teams use Microsoft Dynamics to build profiles of all their supporters based on ticket and retail purchase history, demographic information, match attendance, and website signups. What they do is that the teams collate extensive data on fans.
They are aware of what each customer is buying, how they’re interacting and engaging with the teams, which emails are getting opened, which types of games and which opponents they’re coming to, and so on. This information helps teams to understand the psychology of their fans and build strategies that can help both the parties.
2. Sending Customized Messages or Promotions
A lot of sports teams use detailed fan information to identify and segment audiences for engagement email campaigns. They try to provide all the key information fans are looking for before and after a game, in an easy-to-digest format.
There are different kinds of fans, and such sports teams send out very targeted email offers, and other single-game ticket offers. The intention is to target these specific fans and witness how they respond.
3. Increasing Ticket Sales
The data collated in Dynamics CRM data can be used to promote ticket sales. With a 360-degree view of the fans, teams can know which package will suit the customers, season plans, single-game ticket offers, etc.
CRM is used to help understand the individual customers’ ability to pay for season tickets, ensuring the team’s sales force had the correct information when approaching a potential season ticket holder. According to recent studies, fans/customers are 36% more likely to buy a ticket plan if they feel the message, they receive was customized for them.
4. Getting Support from Sponsors
Sponsors, today want to be more involved with the teams and not watch the match from the background. They desire deeper and more intricate connection with fans. They are more demanding when it comes to understanding the customers of the teams, they are keener to know the details of the supporters, such as the demographics, behavior, preferences, and assess how they match with the company’s brand, image, and messaging.
Also, sports clubs/teams who can understand their fan base proactively provide sponsors and stakeholders with better propositions and insights than their competitors.
5. Keeping Fans Engaged
The market is brimming with distractions, even for loyal sports fans. Instead of attending games in person, they can choose to watch online or turn to any one of hundreds of other entertainment options, which means sports teams must try harder than ever to get fans into the stadium. And with the new normal, it has become a tough task. Teams have to offer the fan more if they want to keep them interested in the stadium experience.
The strategy and activities a sports team will choose to entertain and engage with fans are determined through Dynamics CRM data analysis and interpretation. Knowing what fans want and how they behave and how those factors affect each other is a fundamental factor in CRM.
It is not loyalty itself that is unique to the sports industry but the intensity and level of passion and loyalty that can be achieved, a level which honestly, cannot be matched within any other industry.
The sports industry can be said to be the most appropriate of all industries in terms of creating, maintaining, and developing strong customer relationships and it is soon becoming an institution that has the potential to reap the greatest benefits from Dynamics CRM initiatives and focus. If you want to learn more about how we have helped two sports industry giants with Dynamics CRM, do talk to us.
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