Fan Relationships Management

The expansion of a fan army is the core task of professional football clubs. Its realization depends not entirely on the sport results. FRM (Fan Relationships Management) methodology is one of the modern tools to achieve this goal.

• Identification. The deep knowledge of a fan is the core aspect of FRM methodology. It is necessary to collect data about the consumer behavior and to link them with certain people. Such data are used for segmentation (selection of a fan group with similar parameters) and selection of optimum strategy for each segement.
• Focus. Diversified communication channels are necessary for the club’s complex marketing influence for different fan segments. They include: SMS, email, web site notifications. Increase of the fans’ loyalty by means of special campaigns requires a particular attention.
• Analysis provides the efficiency estimation of the fan-focused club’s marketing campaigns.

FRM methodology helps to improve the funs’ loyalty to the club, to expand their number and as a result to increase match attendance and club’s profits from ticket and attribute sales.

Possibilities of Microsoft Dynamics CRM – based FRM system

Microsoft Dynamics CRM – based FRM system from NaviCon Group is a specialized solution that automates the application of the fan relationships methodology for professional sport clubs.

The FRM system fully supports the FRM methodology:

• fan data storage in a single database;
• interactions with active fans;
• accumulative operations data and creation of the fan’s consumer portrait;
• fan data analysis in different dimensions;
• creation and performance of marketing campaigns;
• fan relationships via a web-site.

The FRM system consists of several system modules, thus allowing to build a flexible solution with regard to the requirements and possibilities of each club and to the peculiar features of their fans. Such solution architecture ensures the subsequent system growth.

Implementation of Microsoft Dynamics CRM solution in a professional sport club helps to organize the fan relationships and to create possibilities for the efficient development of its commercial aspect, in particular:

• The system provides the functions for fan interactions on a higher level (automated congratulations on holidays, emailing, organization of out matches, personalized questionnaires, etc.).
• The fan audience analysis based on the accumulated data accounts for quick and effective marketing campaigns.
• Data storage in a single database optimized the club’s internal relationships, such as interactions with security services, with commercial and marketing departments.

Functionality

NaviCon Group has extended Microsoft Dynamics CRM to make it an industrial solution with regard to the specifics of professional sport clubs.

“Fan Club” is the core solution module; it helps to collect the fan data in a single system. Based on the accumulated data, that can be supplied from a ticket system, a portal, an attribute shop it is possible to organize more efficient interactions with each fan segment.

The fan interactions are created not only by commercial departments, but by the security service as well. The solution registers the fans’ violations and automatically notifies the security service when a certain limit of violations is reached. In case of integration with a ticket system it is also possible to automatically block the fan’s account.

Automatic emails to football fans stimulate match attendances, attribute sales, and increase the fans’ loyalty. The system can automatically email personalized congratulations with holidays, newsflashes, notifications about various club events, etc.

The system supports different loyalty programs, including the volume discounts for the fan’s account. Analytical reports help to segment the fan audience per amounts spent on attributes or tickets.