Ch 3: Customer Relationship Management


  • A CRM system allows teams to manage data and relationships with fans, media partners and corporate partners
  • Microsoft dynamics marketing 
  • precision marketing offers customized benefits targeted to specific individuals based upon personal characteristics collected the organizations 
  • customer database 
  • 3 goals: generate new fans, enlarge attendance and purchases fo current fan identification and passion 
  • Viral marketing: network enhanced word of mouth 
  • If individuals receive electronic communications with obvious personal benefits they will spontaneously pass the information on to others 
  • reasons to participate in electronic word of mouth 
    • inclusion - we want to forward emails or post messages as a way to maintain or add value to relationships 
  • distinctiveness: we want to distinguish or differentiate ourselves to stand out by forwarding emails and posting messages which offer some economic, emotional or social benefit to others in our network of friends 
  • Affection: we seek reciprocated love and warmth from others suggests an altruistic ( selfless) concern for others who might also receive it positively 
  • control: we want to influence others and forwarding emails and posting messages is meant to demonstrate our value to others. In a positive sense, we are trying to make a difference, to help others as we have been helped 
  • Succesful electronic messages must make an emotional connection including some element of surprise 
  • Approach the communication process in terms of its being: Dyadic-fans interact in two-way communication with the team communication with the team collaborative- fans generate content 
  • (UGC) = User-generated content, within their social network or community of fans for the team 
  • platform-agnostic fans care less about the medium of distribution ( TV, PC or mobile) and care more about the content. High-quality video is the killer app
  • Transparent: Easy to use, and fan-friendly such that fans can choose how to access content (TV, PC or mobile) and receive equal quality across all platforms 
  • Community: fan interaction, communication, and content are encouraged. social media connects fans community and the team 
  • The key to all network-enhanced precision marketing efforts is the quality of the customer information in the database
  • Teams like Manchester United use the data you submit as a fan to determine the types of information and content they deliver 
  • market-oriented organizations: Generate customer information, disseminate customer information, respond to customer information in a way that meets customer needs and fulfills organizational goals 
  • Types of customer information: predictive data, descriptive data 
    • predictive data: properties frequently score sales leades based on customer data in order to know which prospects are more likely to buy tickets 
    • A prospect scorecard could incorporate measures of traits or characteristics of fans shown to lead to fan identification and passion and is three primary consequences of attendance, media, and merchandise 
    • descriptive data: demographic and geographic data 
    • fan profile, visualizations below display summary 
  • information gathered by a professional sports team to promote themselves to advertisers and sponsors with an interest in traditional and social media, professional sports teams routinely collect such descriptive data in aggregate to use in selling advertising 
  • software tools are available to glean customer relationships 
  • within the organization a primary goal of the CRM is to improve customer service and productivity of salespeople: gives them information and not collecting the same data twice 
  • principles of effectively using CRM to Sell: get more of the right prospects into the funnel
  • develop a trusted advisor relationship with the customer take a holistic view of the client- including all of the contact points a fan has with the team 
  • Trusted advisors: earn the trust and gain the confidence of clients to the point that customers seek their counsel on buying decisions 
  • Effective CRM managers: focus on customer relationships than hitting sales targets care more about satisfying the needs of fans than sales profits, recognize and reward sales reps for maintaining key accounts, create an atmosphere dedicated to solving consumer problems 
  • An effective CRM system aids in getting the right prospects into the funnel, but it can also help sales reps work smarter and faster, earning from customers in the process 

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