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Manchester United appoints agency for global CRM task |
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Wednesday, 27 February 2008 |
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Manchester United is looking to secure its relationships with the club’s global fan base through a new agency appointment.
Old Trafford bosses have selected SmartFocus, based in Bristol, to help them understand how the team’s supporters across the world interact with the club and how their experiences can be enhanced and relationships strengthened. This is essentially a data management task, with SmartFocus’ ‘campaign management and marketing analytics technology’ being used to build up a single, unified view of supporters across all ‘Manchester United related transactions.’ The knowledge gleaned from this will assist the club in building its global CRM campaigns and further pushing out the powerful Manchester United brand. Speaking of the need to make the appointment, Steven Falk, director of commercial services at United, said: “We constantly strive to improve the relationships we enjoy with our fans and sponsors to ensure they get exemplary customer service and stay connected to the club. “Our fans represent a growing and vibrant global community and with SmartFocus we can better communicate and cement relationships with them, keeping them at the very heart of our success both on and off the field.” The relationship is said to be a ‘long-term partnership’ rather than a short-term appointment. www.manutd.com Something to add? Then leave a comment below or email us now.
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