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Belgian Pro-League Rolls Out CRM System

Wed 17th Oct 2012 | IT & Technology

Belgian Pro-League to roll out joined-up Green4 sports solution to all 16 member clubs.

The Jupiler Pro-League, which unites sixteen football clubs in the Belgian First Division, has entered into a five-year contract with ICT service provider Edan Business Solutions for the installation and support of the Green4 Solutions CRM for sports solution.

The solution will provide functionality for ticket and retail sales, CRM (Customer Relationship Management), access control, catering and loyalty programmes in order to unite the often fragmented operations within a sporting organisation. This will primarily help the Pro League and its clubs to get to know their supporters better.

The joined-up system will enable all data to be stored in one central database and includes powerful marketing and communications tools that will provide a number of immediate benefits to the Pro League’s member clubs.

The marketing capabilities, along with the benefit of one single customer view, will lead to greater efficiency and personalised services that are tailored to each individual supporter both inside and outside of the stadium. What’s more, by implementing an all encompassing solution the clubs will have the ability to engage with, and reward, their fans for loyalty, as well as gaining detailed insight into their behaviour and sending offers and promotions tailored to the individual fan.

"By investing in a CRM system tailored to our business, we are helping our clubs in the Jupiler Pro League to get a more accurate picture of the needs and desires of their customer, the Belgian football fans. This will enable them to direct their communication and services in a focused way," says Ludwig Sneyers, director-general of the Pro League.

Although other sports clubs around the world are using such technology, the Pro League are front runners in implementing a fully joined-up solution on such a scale.

"Several clubs in France and Britain have already done this before us. But in no foreign league is there this type of CRM system being used by all the clubs in one league. So in that respect we can call this a first."

The power of achieving the often spoke about ‘single customer view’ is something that football clubs, as well as other sports and leisure organisations, are striving to achieve right around the world. The access of all club data from one single solution will allow them not only to gain a detailed understanding of their supporters’ needs, wants and behaviours, but they are then very easily able to use this information to maximise the lifetime value of that supporter by engaging with them based on their individual criteria.

"The CRM solution that the Pro-League bought has more than proved its reliability abroad," says Cédric Van Branteghem, Business Unit Manager at Edan Business Solutions.

"What's more, the member clubs can seamlessly integrate the CRM functionality into their website and develop a portal site for supporters with it. And although the central CRM component for all the clubs is the same, each one can extend the software themselves or add their own customisation.

"And finally, let's not forget the integration with social networks such as Facebook and Twitter; an aspect that seems to be practically indispensable these days."

 Posted by: Aaron Gourley

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