Crusaders Harness Power of the Cloud to Increase Fan Base

United States – May 24, 2018, 09:00 AM

Infor, a leading provider of industry-specific cloud applications, today announced it has helped New Zealand Super Rugby team, the Crusaders increase 2017 ticket sales by 10 percent with the use of Infor Customer Relationship Management (CRM) and campaign management software.

With a diverse, passionate and ever-growing customer base of 120,000, the Crusaders face two key challenges - how to improve the management of its data, and how to more efficiently and effectively communicate with its current and future customers.

The eight-month implementation enabled the Crusaders to leverage Infor CRM software to centralize its customer data, to better segment customers and tailor messaging to communicate more effectively with them, delivering an overall improved customer experience.

Key results from the implementation include:

  • An ROI of 7.66 or $7.66 for every $1 invested (outperforming the target ROI of 6)
  • A reduction of 12% in spend on the 2017 season membership program
  • An increase of 10% in 2017 ticket sales

"Infor helped us maximize the impact of every interaction through bespoke communications and engagements. We can now manage the entire fan journey, and have the competitive advantage by being able to engage with our fans in real time, as the action happens on the field," said Warren Goddard, General Manager Commercial, The Crusaders.

"Sporting organizations have a challenge in managing high levels of member data, and leveraging them in both a compelling and meaningful way. We are thrilled the Crusaders has been able to grow its fan base and reduce costs with our software. This legendary club is an excellent testament of how any organization in any industry can harness the power of data to operate more efficiently," said Liam Ryan, Director, Specialist Sales & Channel at Infor.

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