sporting - Leisure Opportunities

TECH
Advances in technology are helping operators give better customer
care than ever. We take a look at how systems are playing their part
CUSTOMER CARE
CASE STUDY 1
QUEENS PARK RANGERS USES CRM SYSTEM TO SPEAK TO FANS
ports CRM agency Goodform
was appointed by Queens Park
S Rangers FC in 2009, as the club
was seeking to communicate more
effectively with its fan base, develop
its business processes and increase
revenues via a new CRM strategy.
At the time, the club had disparate
systems and data, no CRM system, no
customer history and no single customer
view. Goodform’s brief was to
consolidate the disparate data, create
a single customer view and manage
this data on an ongoing basis and QPR fans are targeted
use it to power targeted, personalised with personalised
sales and marketing campaigns.
campaigns and messages
Goodform now hosts, on its in-house
CRM system, a single customer view
of 240,000 records with regular feeds to produce individual marketing plans
from eight systems across the club. for each of these types and their preferences.
This approach has enabled
Using a CRM-led marketing approach,
this data has been segmented and QPR to identify its most loyal and profitable
customers, as well as being
profiled to produce nine customer
types. This information has been used able to target the right customers with
the right products and messages.
According to Goodform, spend per
head increased by 326 per cent in the
2010/2011 season, with e-marketing
campaigns regularly achieving open
rates of more than 40 per cent.
CASE STUDY 2
SERCO LEISURE REDUCES CARBON FOOTPRINT WITH ENERGY MANAGEMENT SOFTWARE
erco Leisure, provider of facilities
management services to the management database and provide diately to potential issues instead of
parate sources into a central carbon ‘alerts’, Serco Leisure responds imme-
S leisure industry and part of global
real-time insight into the causes of variations
discovering them months later in a
outsourcing company Serco Group
PLC, is reducing the carbon footprint of
its 70 local authority leisure centres.
In order to monitor and help reduce
energy consumption, Serco Leisure
chose to use Legend's VISION Server
Energy Management solution.
Using the VISION Server, integrated
with the Legend Club Management
CRM system, Serco Leisure has been
able to draw data from multiple, disincreased
in energy consumption, from
visitor numbers and extreme
weather conditions to equipment failure
and the successful implementation
of new energy saving initiatives. Serco
Leisure uses the VISION Server Energy
Management solution to set benchmarks
for utility consumption and
tracks progress against these goals
via automatic alarms. Through the
intelligent application of these incident
review of utilities bills.
Through a combination of operational
focus, continuous improvement
and the insight provided by VISION
Server, Serco Leisure has reduced its
carbon footprint by 29 per cent and is
aiming at a further 5 per cent reduction
in the coming year.
“We have achieved annual cost
savings well in excess of £1m by monitoring,
tracking and benchmarking
the way in which our leisure centres
function,” says Keith Thomas,
"We have achieved annual cost savings well in excess
managing director of Serco Leisure.
of £1m and are more environmentally-accountable" “This is also enabling us to be more
environmentally-accountable.”
ISSUE 2 2012 © cybertrek 2012 Read Leisure Management online leisuremanagement.co.uk/digital 37