Premier league CRM
Introduction
This case is regarding the football clubs using CRM to retains their fans loyalty and generate
more and more revenue from their pockets. The Clubs took their fan loyalty for granted which
cause them loss. North City was the first club to introduce CRM system instead of ticket system.
Earlier clubs were not ready to adopt CRM system but after the results and stats shown by North
City club, Clubs start moving towards CRM system for their sales and relationship management.
Problem Identification and Analysis
No Proper Services – It was seen that Clubs were taking fans loyalty as for granted. They think
that fans will come and attend the matches no matter what the quality of service is. But this
thinking of clubs leads to fall in attendance and loss in revenue from tickets sales as well as from
off field sales.
CRM As An Expense – Clubs were taking CRM as an expense. They did not understand that
CRM is a kind of investment which will help them increase in sales and fans loyalty. The
mindset of clubs was that if they chose CRM for selling tickets and all other operations, It will
lead to fall in profits and they will not have enough money to invest in best players.
No Ticket Cancellation – Before the adoption of CRM process there was no provision of ticket
cancellation. Once a ticket bought by any fan or customer was considered sold. Customer cannot
cancel it or reclaim money if he/she not able to attend. This is a loss to customer as well as seller
also.
No Proper Segmentation of Fans – Clubs were taking fans as a whole. They were not
segmenting the fans that which fans are loyal, which are coming for just entertainment purpose
etc. Services are equal to each and every customer.
No Use of Data – Before CRM Clubs were not using data to get the leads or manage the
relations. They assume that hardcore fans would turn up to watch their favourite players on the
field. Because of this practice tickets remains unsold.
Because of these drawbacks Clubs were not able to make good relationships with their fan base
and they start losing revenue. The clubs were seen as arrogant who are not providing services
and are just focusing on profit generation. Revenue falls from sales of ticket as well as from food
and beverages of the field. Clubs identified the problem and start shifting to CRM.
Solutions Proposed in Case
Adoption of CRM – Norwich is the first football club which adopts the CRM System from
Talent Computer Software group in 1999. After the adoption of CRM the image of clubs starts
changing. Supporters’ consultative groups were introduced by club which help fans in solving
their issues. Non- football activities were introduced which includes fishing trips with former
player Jerry Goss and motor racing days with another ex-player, Darren Eadie. Norwich City
aims these activities at supporters who have expressed their interest over the course of their
interactions with the club. Because of these activities the club has highest attendance in league
better than other clubs. 76 out of 85 home games were sold out. They have almost doubled ticket
sales from 12255 to 20096. In this way CRM helps clubs in building long term relation and
revenue generation.
Ticket Cancellation Policy – Before CRM there was no ticket cancellation policy. If a fan fails
to reach stadium the ticket is useless for him/her. Because of this clubs are losing an opportunity
to resell the ticket and maintain a good relationship with customer. After CRM Half season – full
season tickets were introduced. The club also implemented a buyback scheme that allows
smartcard holders to receive a partial credit if they cancel their seat when they are unable to
attend a game. The club then resells the seat. Because of this scheme club generated £500,000 a
season.
Introduction of RFID and Smartcard – RFID Smartcard system was introduced for the
ticketing system. This system helps clubs to identify ticketholders and track their behavior. This
system helps in gathering data like supporter transactional history which later on was used to
reward the high spending supporters. Clubs uses this smartcard as a communication channel to
send sms and emails to the supporters. Later on this smartcard system was replaced by RFID
enabled mobile phones as it is the best device on which supporters check their daily notifications.
Proper Segmentation Using Data – Before CRM all supporters were taken for granted. No
special offers or discounts were given. After introducing CRM and collection of data through
RFID system these practices come into place. The supporters who arrive early during the match
were given free drinks. If a supporter has bought season ticket for past five years he/she is
awarded by something more than standard discount. The myth that fans will remain loyal was
broken. Through analysis of data clubs came to know that there are different types of fans such
as hardcore fans, casual fans etc. If they were not looked accordingly they will drift away.
Conclusion
Clubs should not take their fans for granted. They should focus on the services they are
providing to their fans or supporters. The scenario now is changing and more and more clubs are
now shifting to CRM for better sales and relationship.
Links to References
https://c.s-microsoft.com/en-us/CMSFiles/CasoLeicester_pdf.pdf?
version=60c9d1f0-4469-09e1-d81b-321b40edac29&CollectionId=0048ae9a-
fe57-4b06-826d-a0be4efa35d2
https://www.sportspromedia.com/analysis/pannes-roma-whitecaps-
football-ceo-data-strategy-ticketing-crm-fans
