Dimension Data has been appointed by Manchester United, the world`s biggest football club, to deliver an integrated customer relationship management (CRM) strategy.
The initiative will help Manchester United develop a next-generation business solution that will allow the club to get closer to its 50 million fans around the world and build greater supporter knowledge.
Dimension Data is working closely with the Manchester United management team, and has just finalised various phases of the project at the company`s headquarters in SA.
Dimension Data`s consultants are assisting in the development of the club`s ongoing strategy to enhance the quantity and quality of information the club holds on its supporters. The improved knowledge will enable Manchester United to communicate more effectively with its fan-base and develop new products and services that will enable fans to participate in the "Manchester United experience", regardless of where they live.
The CRM solution will address the various requirements of Manchester United`s growing number of partners and their need to collaborate in delivering the best fan-focused football experience possible. The ongoing investment in CRM strategy by Manchester United will represent one of the largest of its kind by any football club.
Ben Hatton, director of business development at Manchester United, comments: "It is part of our ongoing business objectives to get to know our fans better. Our work with Dimension Data will help us make the legendary Manchester United experience more accessible to our millions of worldwide fans, who don`t have season tickets for Old Trafford.
"If we can build stronger relationships with our supporters, with a view to understanding their likes, dislikes and broader interests, we will be better placed to respond to their individual requirements."
Andrew Briggs, global CEO of Dimension Data`s Customer Interactive Solutions (CIS), adds: "Manchester United recognises the growing importance that the internet and other technology channels will play in both facilitating and maintaining strong relations with its fans. One of the key challenges is the growth and enrichment of supporter data, and the integration of this information to provide a single view. We see it as testament to our capability to deliver first-class business solutions to assist in driving forward this vital element of Manchester United`s strategy."
The CRM project is being rolled out in three phases. The first stage, which involved data consolidation and cleaning, and the establishment of a new data warehouse using the FirstLogic database product to deliver a single view of customer data, has recently been completed.
Using reporting and analytical tools from the E.piphany CRM suite, the club can extract information from the database to facilitate effective targeted marketing and sales campaigns.
The second phase, due to begin in March, will allow the club to conduct post-campaign analysis and profiling, touch-point analysis, and enable a refined data collection strategy with regular management reporting. The final phase from August this year to July 2005, will deliver more sophisticated campaign management, enhanced customer segmentation and growth in the number of customer prospects.
The three-year contract follows the re-launch of Manchester United`s Web site (www.manutd.com), in April 2002, which was developed in conjunction with Dimension Data`s creative department in the UK. Dimension Data was subsequently appointed as the club`s official business solutions partner in August 2002.
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Dimension Data Holdings plc (LSE: DDT) is a leading global technology company that provides solutions and services which enable businesses to connect devices, information, applications, processes, people and organisations efficiently and reliably.
To achieve this, the group delivers solutions using its proprietary `Application Network` architectural framework and its expertise in networking, application integration and operational services. By optimising and managing the performance of `converging` software and hardware infrastructures, these solutions enable businesses to take advantage of rapidly evolving standards and new developments in IT, such as Web services.
Dimension Data, founded in 1983, had revenues of $2.1 billion in 2002 and operates in 30+ countries with over 9 000 employees.
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