Rugby club tackles customer data

Hull Kingston Rovers rugby league club has deployed a customer relationship management (CRM) system to handle increasing numbers of season ticket holders following its promotion to the Superleague.

Its promotion has resulted in higher demand for tickets and the club wants to be able to track its new fans and ensure it treats them well.

Being promoted has driven season ticket sales up massively, says Hull KR's company secretary, Alison Kirkby.

'We have already sold more in the first week than in the first month last season,' Kirkby said.

'It has also helped us with our data records. Up to now, we used to process ticket sales manually, then input the details into a computer afterwards. Now the customer details go into Talent Sport as part of the sales process.'

'This is going to be a big help going forwards as we will be able to keep track of who has bought what next year for example we will be able to see who hasn't renewed their season tickets and contact them to find out why.'

While the Software4Sport-supplied system has had some teething problems, the change has been reasonably quick and painless, says Kirkby.

'It has also helped us with our data records. Up to now, we used to process ticket sales manually, then input the details into a computer afterwards. Now the customer details go into Talent Sport as part of the sales process,' she said.

'This is going to be a big help going forwards as we will be able to keep track of who has bought what - next year for example we will be able to see who hasn't renewed their season tickets and contact them to find out why.'

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