CRM Comes of Age in the Age of Moneyball, By Leonard Klie (@lenklie). At the recent Destination CRM “CRM Evolution” event, the closing panel dealt with the rise of CRM systems in helping sports franchises drive customer interaction and purchases. In the past, the majority of sports franchises treated CRM and ticketing as one and the same, limiting the total potential for CRM to drive the fan experience, largely due to the easy nature of selling out games. However, for teams who don’t win every game, and with increased competition with high definition home entertainment systems, sports franchises have turned to CRM to convert casual fans into die-hard advocates. “Regardless of the sport, teams need to get away from looking at CRM as a tool to sell more tickets, all the panelists agreed. ‘[CRM} has got to be much broader. It’s got to be about the whole fan experience,’ Shin said.” A surprising session takeaway was the agreement that competition should not extend past the field into marketing, but rather operational CRM best practices should be shared between teams to improve results for everyone. Read the full article at DestinationCRM.com!
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