Sheffield Utd kicks off with new ticketing system
System helps football club meet increased demand following Premiership promotion
Sheffield United has launched a new ticketing and customer relationship management (CRM) system to coincide with its promotion to the Premiership this season.
The club is experiencing unprecedented demand for tickets, with season ticket sales of 21,000 smashing the previous record by 7,000 and leading to big queues.
‘We wanted a ticketing system with built-in customer relationship management (CRM) and corporate sales functionality to capitalise on promotion,’ said chief operating officer Mark Fenoughty.
‘After evaluating the different systems we concluded that Software4Sport’s Talent Sport was the best system to help us achieve this goal. We were also very impressed with its automated telephone sales and web sales facilities.’
Fenoughty says despite a few teething problems while transferring data to the new system, the system went live in time for the new season.
The system covers ticketing, web sales, CRM, corporate sales and marketing in the single system, rather than forcing the club to manage multiple systems. It can also be integrated into external systems such as smart cards, account or retail systems.
This offers Sheffield United a complete view of its customers and enables them to track demographics, attendance, purchases and fan loyalty.
‘We will now be able to direct our marketing to the right people for the right offer,’ said Fenoughty. ‘The corporate sales team will now be able to see instantly what tickets are available and there will be less manual intervention required.’
Later this season, the club plans to introduce an automated telephone sales line.
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