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Your Role in Achieving Success with your Data-Driven CRM Programme

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Every leisure organisation, sports club or visitor attraction understands that a data-driven Customer Relationship Management (CRM) strategy is an essential approach in today’s world. The capturing and utilisation of visitor and fan data to generate insights can be used to improve engagement and build more productive relationships. Whilst selecting the right systems infrastructure is a key element of a CRM programme, success also involves much more than just new technology. The systems are just the enabler.

To ensure your data-driven CRM programme is a success, here are other aspects that must be considered alongside your systems implementation:

  • Appoint an owner of CRM – to succeed, your CRM programme must have an owner in the organisation. This person owns the development and delivery of your programme and is the internal champion. Ideally the person should be a middle or senior manager.
  • Develop a three-year plan – for how your CRM programme will evolve with key objectives and goals. Share this widely across your organisation.
  • Rename the programme – ‘our CRM programme’ isn’t a name that people will naturally respond enthusiastically to, it’s dull and doesn’t bring the programme to life. Also, it may incorrectly confirm employee expectations that it’s all about the system. Consider naming your project to be more in line with the overall goals of your project such as ‘Fans First Programme,’ something catchy to help switch employees on and not off.
  • Communicate with all employees – ensure all your employees understand what your CRM programme is and the importance of data to your organisation. It is essential that everyone understands it and buys into it. 
  • Manage expectations – the CRM system that you choose is not a magic box - it requires a strategy, clean data and the right level of resources to make the system work. Make sure this is clearly explained to all employees involved in the programme, so that their expectations don’t lead them to incorrectly believe the system will solve all their problems.
  • Appoint a data owner – data is such an important part of your CRM programme, it needs an owner. Often this can become part of a full-time data role or at the very least 50% of a related role. It involves taking responsibility for the way data is processed, captured and inputted within your organisation.
  • Set data quality and quantity targets – task your data owner with measuring monthly changes to data quantity and quality as part of their role. The results can also be provided in the form of monthly reports (see more below).
  • Develop robust processes – approach your CRM programme in a way that challenges existing processes. This will lead to the development of new processes focussed around the programme objectives. If you do what you always did, you will get the same results. 
  • Assign super users – whilst your programme isn’t just about your systems, they are an important part of it and user adoption is key. Find employees who can be super users and make it part of their job role (i.e. amend their job description).
  • Empower top management with reports and statistics – share progress reports and wins with your senior management to maintain enthusiasm for the programme. This can be successful email marketing results or targeted campaign sales, for example. A monthly report should be provided to all your senior management at the very least. If it’s not important enough to share a monthly report, then CRM isn’t a priority for your organisation.

A successful data-driven CRM programme within your organisation doesn’t just depend on the implementation of a system. All the items in the list above are essential ingredients to meeting your programme goals. 


Joe Walker is a consultant at Green 4. He works with Green 4 clients to successfully implement their data-driven CRM programmes.

At Green 4 we enable our clients to utilise data to build improved fan and visitor relationships and create compelling digital journeys across the sport, leisure and attraction industries. As your partner, we are committed to your success and focused on delivering results using cutting edge, insight led strategies.


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