Customer Relationship Management - Assignment
Added on 2021-06-17
11 Pages3103 Words109 Views
1Customer Relationship Management (CRM) in Manchester UnitedNameCourseProfessorSchoolCityDate
2IntroductionInformation technology undertakes imperative parts to the numerous organizations these days. One of the major attributes associated to the information technology in the current times is customer relationship Management(Ado, Hassan and Nasir, 2015). CRM has been combination of the business as well as technological approaches used to fulfil requests of the clients at any point in time. Additionally, CRM includes procurement, investigation as well as usage of the data about the customers, while keeping in mind end goal to offer more services effectively (Ado, Hassan and Nasir, 2015). Customer relationship management applies beyond the traditional products as well as services offerings to the clients. CRM has turn out to be the core strategic aspects to the sports clubs which identify on the significance of managing and understanding their supporters (Ausloos, Gadomski and Vitanov, 2014). To most of the fans, football brand is an individual because of the cultural ties in addition to the emotional appeal, sports club can exceed organizations operating outside the realm of the sports in the brand adoration and loyalty. Nevertheless, this brand craze could make a complicated environment which necessitates cautious management and anticipation (Palsa, 2015). This approach at times might be complicated to the football sector where competition over the supporters might occasionally be fierce. It is apparent that football without the fans would possibly not have been the sport it is at present. This implies a weakened fan base can easily lead to ruins of the football clubs (Paramio-Salcines, Downs and Grady, 2015). The fans who are the clients are the base to the football club economic model and they should not be taken for the granted because they fill up the stadiums, purchase the merchandises and they can attract sponsorship. In this case study
3report it will describe the use of the customer Relationship Management (CRM) in Manchester United club. Overview of Manchester United Manchester United is an English club and a global club. It is amongst the first English club to perform in European Cup and the first club to actual wins it (Doidge, 2014). Moreover, they are the main English club to have become the winners of the world clubs champion (Ausloos, Gadomski and Vitanov, 2014). The club used to be MU in 1902 when the collection of the entrepreneurs assumed on its control. It was then they embraced the red shirts in which they are known with up to this day (Ausloos, Gadomski and Vitanov, 2014). They first won their championship under the leadership of Ernest Mangnall back in 1908 as well as 1911, which included their first FA Cup in the year 1909. Nonetheless, there were no significant honors not until the Second World War. CRM solutionThe club redeveloped on their key communication channel with the world wide fans. They moved to invest to the creation of the fans relationship management solution. The CRM initiativewould be the growth engine for the club going forward (Doidge, 2014). Manchester United works closely with many partners, it was important for the CRM initiative could aggregate on thedata from across their entire business ecosystem which represent 12 data feeds, which included the ticketing, museum and the financial services partners (Doidge, 2014). This consolidated data could form the basis to marketing and the delivery of the services in innovations in order to reinforce the loyalty of the fans and at the same time leverage on the global value of the Manchester United brand (Doidge, 2014).
4The use of CRM technology in Manchester United CRM goes beyond conventional products as well as services offerings. CRM has turned into the vital aspects to the sport clubs which perceive the significance of understanding and overseeing on their supporters (Khodakarami and Chan, 2014). Football brand has been enthusiasm to some fans. The football clubs they have transcended on the organisation working outside of the domain of the brand loyalty and adoration. The football industry has fallen behind the various industries especially when it comes to executing CRM systems the supporters are the point of interest in gaining from the missteps which are made somewhere else (Khodakarami and Chan, 2014). Nonetheless, there is essentially contrast when it comes to football as compared to the conventional organisations (Trainor, Andzulis, Rapp and Agnihotri, 2014). This is based on the excellent CRM models which have been examined in writing the needs which are to be adjusted to each professional area (Ado, Hassan and Nasir, 2015). CRM is a concept which could be usedto enhancing the customer relationship and gain competitive benefits. To enhance marketing much effectively Manchester United they need to change on their administration from creating football matches for the general populace, to more unpredictable plans of actions, in regards to the customer focused relationship (Gonzalez, Quesada, Davis and Mora-Monge, 2015). Customers are the lifeblood to any business, but the significance of having strong relationship is all the significance when the clients are the fans. Manchester United enjoys one of the most recognized brands in the sporting fields (Gonzalez, Quesada, Davis and Mora-Monge, 2015). Manchester United is more than a club. It is a global sport organization which has interest in the retail, media as well as financial services (Bradley and SugarCRM Inc, 2016). To attain on their goal the club had embarked on global customer relationship management programme (Khodakarami and Chan, 2014). The initial phase was to further develop channels which would
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