What Does CRM Help Teams to Achieve?

At Fan Interactive Marketing, we have a client that in a previous season targeted single game buyers by calling each customer the day after a game to pitch a ticket plan. However, the team felt they were not maximizing the revenue received for the effort sales representatives put into each phone call. Our client reached out to us to help consult and execute a plan that would allow them to increase revenue and work more efficiently. We proposed using transactional, behavioral, demographic, and geographic analysis to focus their sales efforts. First, we used the transactional data to pull the list of individuals that bought individual game tickets the previous season but that never purchased a ticket plan. Next, we used demographic and geographic analysis to segment out the buyers that fit different sets of criteria such as disposable income of over $100,000, married, kids under the age of 18, and lives within 30 miles of the arena (geographic analysis). If a single game buyer matched the different sets of criteria we defined, then we proposed sending one of two e-mails to those individuals offering a private locker room tour in one e-mail and an opportunity to play in the arena on a nongame day in the other e-mail. Finally, we pulled the list of individuals that opened the e-mails and had a sales representative reach out to them. This particular CRM initiative resulted in $7 more per lead despite making 3600 (62%) fewer phone calls

Table 4.1 Fan Interactive Case Study: CRM Results

PREVIOUS SEASON NEXT SEASON

All buyers campaign Targeted buyers campaign

5800 phone calls 2200 phone calls

$10 per lead in new sales $17 per lead in new sales

What Does CRM Help Teams to Achieve? In addition to creating targeted campaigns that lead to higher return on investment, CRM also helps bring a high level of accountability and efficiency to a sales department. Sales managers can use CRM to make sure sales representatives are meeting predefined goals for calling leads. Management can also make sure leads are being called and not being ignored. A CRM strategy allows teams to focus on specific leads rather than reaching out to everyone in the database. Marketing departments also use CRM to track consumer engagement with the team and what content the team is releasing that is getting the most impressions. Overall, an effective CRM system allows teams to utilize all the information available to the organization to not only work harder but also to work smarter.