Representatives from international airline business Emirates have reported that Arsenal’s recently upgraded CRM system played a major role in the firm’s decision to sign a £150 million sponsorship deal with the Premier League football club.
Speaking on the importance of customer interaction management for the brand, Emirates’ divisional senior vice president for corporate communications affirmed:
“Data on customers is important to us, like it should be for any business. The price of media is increasing every year and having detailed data on customers allows us to work out where we spend our ad budgets and who we target as well as what markets we focus on through the club’s channels.”
The deal comes just five months after the club announced its intentions to develop its CIM strategy in order to increase customer engagement. At the time of the announcement, Arsenal’s head of marketing, Charles Allen, was keen to stress the importance of improving customer journeys, stating that:
“It’s about fan experiences. We are investing in a CRM system to register interests and passions so we can then send those people on appropriate journeys of affinity and provide access at an appropriate level.”
Rather than simply striving to match the standards set by fellow premier league clubs, however, Arsenal instead expressed intentions to rise to the level of leading industry CIM schemes, including the Tesco Clubcard.
Integrating social media communications into the CIM database was identified as a key aspect of this improvement scheme, in an attempt to leverage the brand’s 10.5 million Facebook fans and 1.5 million Twitter followers. “We have fans in lots of different pools and universes,” commented Allen, explaining that the new system enables Arsenal to, “see them as one person, however they interact with us.”
Despite the new strategy’s apparent success, however, Allen still sees room for further progress, especially in terms of taking advantage of the growth of mobile Internet access to improve customer engagement on match days. In his own words, “as soon as we crack in-stadium WiFi that will give us the flexibility to offer so much more.”
Read about other businesses that have discovered the benefits of investing in customer interaction management technology here.