Members, fans, sponsors and staff do their best to make sure stands are full and sport events are successful. But daily activities such as membership administration, customer loyalty, sponsorship acquisition as well as ticketing, marketing and finance are also part and parcel of a well-managed club.
A managing director of a sports club has to balance all these everyday responsibilities while maintaining an overview at all times. Only few realise however, that SAP solutions can help tackle these tasks.
A sports club solution that can be integrated into SAP
“For it to work as smoothly as possible and to enable us to improve customer loyalty as well as our commitment to our fans, one of our goals is to ultimately have just one single record per customer containing all information from the various areas”, says Philipp Hein, Managing Director of a German racing club. That is why for digitalisation, he opted for a complete overhaul using the new web-based CRM solution for sales, marketing and service processes called SAP Hybris Cloud for Customer (yC4C).
Additionally, SBO4Sports, a complete solution specifically conceived for sport clubs and associations by German SAP specialist Uniorg, was chosen. The solutions allows for sustainable integration of all areas of a sports club on the basis of SAP Business One. According to Philipp Hein, the changeover will not happen overnight and the desired solutions are to be implemented consecutively.
“It was important to us that the solution installed by Uniorg as well as our customer data would be managed in the local SAP data centre (…)”
Starting with campaign management
Already two weeks after the project launch and in time for the start of the season, the multi-phased email campaign management system, including automatic evaluation of the HTML newsletter, becomes available to the club, which, as an element of yC4C’s “Cloud for Sales”, also functions as a standalone solution. It is multi-phased to the degree that certain newsletter reading behaviour triggers specific marketing follow-up actions on the part of the club. Parallel to this, the club can already look for sponsors with the streamlined sales module, in order to be prepared for the next season.
“Together with Uniorg we will expand possible areas of use over the coming months“, says Hein. As a next step, customer management will be integrated on social media platforms and Uniorg’s SBO4Sports is to be coupled with yC4C.
“This initial f project was completed so quickly and successfully, because of the innovating spirit of those in charge at the club”, said Julian Wehmann, who oversaw the project. “Meetings and product demos all took place by video, for training sessions we are of course on site, as well as for the go-live, in order to see the result with our own eyes.”
“Although we are forward-looking and flexible, we are also somewhat conservative and prefer to play it safe – especially when it comes to our customer data”, adds Managing Director Philipp Hein. “It was important to us that the solution installed by Uniorg as well as our customer data would be managed in the local SAP data centre in Germany. Our data’s location in Germany is guaranteed by SAP”, he concludes.