Knowing the customers is a questions many sports teams end the season wondering. Beyond the season ticket holders who is coming into the stadium.
Who is sitting in the seat?
Who is going to renew their tickets?
How many new tickets do we need to sell and what is the acquisition cost?
The fan that purchases a single game ticket from the many ticket broker sites is invisible to the sports team. How do you track who they are within the existing environment?
Sports teams spend a tremendous amount of money hiring sales reps and marketing leads to try and market to a new customer base. This process has been ongoing for years and years and needs to change. Rather than being reactive with sales there has to be a better way to become more proactive.
There is a portion of the sales process spending time calling the existing season ticket holders and asking are they going to renew for the next year. Hopefully the team had a good season and the fans are happy with the coach and team performance. This process is broken and needs to be fixed!
I speak with a lot of teams and the process is the same and the common question is recurring. WHO IS MY CUSTOMER!
How do we get ahead of this big problem and actually make the Vice President of Sales jobs easier with ticket sales and being able to run a business effectively with knowing your renewable customers? This is not rock science!
It starts with investing into technology to enhance and make the business perform better and consolidating the data into a central data warehouse. There are a few CRM tools in the market from Sales Force and others to enable the technology. However, the majority of these CRM platforms depend upon a Data warehouse. Big data and analytics is the answer to the majority of these common questions and not sure why sports teams are slow to adopt Analytics technology from SAP Hana, Carvechi FanPaaS, Oracle and others. Trying to address these problems with peripheral solutions items will raise frustrations and spend money.
Contact us for a free white paper and use cases on knowing your customers and the technology tools available.