BCO6604: Customer Relationship Management of Sport Fans Presentation

This presentation examines the application of customer relationship management (CRM) within the context of sport fans. It explores how sport organizations utilize CRM to manage spectators, enhance fan engagement, and drive revenue. The presentation covers key concepts such as fan relationship management (FRM), client identification, sport spectator types, customer satisfaction, and loyalty. It also highlights real-world examples, including the use of CRM by English Premier League clubs like Arsenal and Leeds United, as well as the Emirates Group's sponsorship deal. The report emphasizes the importance of detailed customer data and profiles for effective CRM, highlighting how updated client information facilitates two-way communication and contributes to successful fan relationship management within the sports business. References from various research papers and academic sources are also included.

Customer
relationship
management of
sport fans

Introduction
In the 21st century the sport organization have
started managing the spectators of sport events
in a better and a more professional manner by
using the modern techniques and strategies in
the customer relation management.
The sport includes various unique features that
help in understanding the specific techniques of
management for the sport organizations.
 Sport is a mechanism that is mainly created by
some passionate people, who are desired to
participate in the organization of sports.

 The consumption of sports leads to profit
making. The fans who participate, follow and
consume the sport are one of the most important
sources of the revenue for the sport organization.
 This presentation is the case study about the
customer relationship management of sport fan
customers(Ehsani, Izadi, Yoon, Cho, Koozechian,
and Tojari, 2013).

Customer relationship
management (CRM)
Client relationship the board is a business methodology which
objective is to choose and oversee productive clients with long
haul esteem.
In CRM, clients are in the centre of business theory and it requires
steady business culture connected with viable promoting, deals
and administration forms.
Client relationship can be conceptualized as five unique
approaches: a procedure, a technique, a philosophy, a capacity
and a mechanical apparatus. In light of these five overwhelming
perspectives (Harrington, 2014).

Fan relationship the executives
(FRM)
 Client relationship the executives can be changed
over into sport industry as fan relationship the
executives.
 Fan relationship the board depends on existing
information about sport onlookers and supporters,
and their practices.
 The goal of fan relationship is to arrive at sport
fans and to profit monetarily from advertised
sport encounters also the usage of FRM can be
viewed as gaining source from different business
enterprises.

Identification of sport clients
The recognizable proof of sport clients in this examination
implies clients' qualities which influence sport purchasers'
conduct. Client distinguishing proof can be founded on
four division perspectives which depict client gatherings'
qualities:
 socioeconomics: sexual orientation, age, occupation,
ethnicity, pay and religion
 Geographical: nation, area, city and neighbourhood
 psychographics: way of life, interests, exercises,
qualities and feelings
 conduct attributes: proposed use, use rates, brand
unwaveringness and advantage looked for

Sport spectator types
 An assurance of a normal sport shopper is trying
to depict in light of the a few contrasts in
qualities, demeanours and conduct. and Shams,
2011).
 For larger part it is more than partaking and
following sport occasions.
 Some sport shoppers may appear their being a
fan by finishing sports effectively the media
though others spruce up in the group hues to
show their energy and duty. Casual sport fans are
less faithful to their preferred club or group
what's more,

Continued
As indicated by fan types can be partitioned
into five various classes dependent on fan
qualities. A brief fan is just intrigued in a
specific sport or a club for a particular
period and after that returns to ordinary
examples of conduct.

Customer satisfaction and
loyalty
 As indicated by Brink and Berndt (2008, 38), trust
is one of the key angles in fruitful client
relationship the board.
 There is a linkage among trust and fulfilment
since the both speak to a last assessment, feeling
or frame of mind about the other part in a
relationship.
 Consumer loyalty is a shopper's involvement of
offered items and administrations which attempt
to satisfy needs, needs and requests.

Continued
 A client is fulfilled when supply goes up against
with interest and a client feels that the chose item
or administration was the best elective after
correlation with the adversaries' contributions.
 Consumer loyalty estimation has changed from
conventional telephone calls to electronic
overviews and site following frameworks (Buhler,
and Nufer, 2012).

Customer relationship
management in sports business
 Client relationship the executives can be
changed over into sport industry as fan
relationship the board (FRM) which
depends on existing information about
sport spectators and supporters, and their
practices(Fillis, and Mackay, 2014).

Example
CRM administrator of English Premier League club
Arsenal has expressed that the benefit of sport
industry is incredibly locked in clients who are
following the group since it is as of now prevalent
Sport clubs have exploited the individuals' interest
in sport occasions because it permits a making of
enthusiastic bond between a sport club and fans.