Sports CRM System from First Sports for British Canoe Union
The British Canoe Union (BCU), the National Governing Body for Canoeing, has announced that it is to replace its legacy customer database with a sports-specific CRM system, from First Sports International The BCU, with 27,000 full members as well as 25,000 members of affiliated clubs, requires a robust and flexible system in order to enhance its relations with new and existing members.
The BCU's database of members has become too large for its current database to cope with. It is proving unreliable and inflexible, and does not possess the ability to add further fields to enrich the level of detail. Carrying out mailshots has become a laborious and time-consuming process that is both an inefficient use of employee time and is not effectively targeting the right members
Robert Deacon, Operations Director for the British Canoe Union explains. "Our current system has some fundamental deficiencies. It is unable to cope with the size of our growing membership and is incapable of correlating the data we need and carrying out the functions we want The new system from First Sports allows us to be far more flexible in the way we capture and manipulate data We will be able to communicate with our members more effectively, delivering targeted mailings that are specific to each member's needs and requirements".
The BCU has agreed to take an off the shelf system that can be installed faster than a purpose built system, but one that can also be modified to fulfil the organisations specific needs FSI already supply CRM systems to the Football Association (The FA), the Rugby Football Union (RFU) and the All England Lawn Tennis Club (AEL TC) and are thus in a position of domain expertise to be able to deliver the system the BCU require.
Deacon continues, "The First Sports system will enable us to update our members through email, and for the first time via SMS, providing them with instant up-to-date information about competitions, regattas, dangerous water warnings and other important canoeing news".
In addition to this, the system can be used as a marketing tool to inform BCU members of new products, equipment and special offers The CRM system is part of an integrated IT initiative linked to the BCU website, with members being able to update their personal information and renew their subscription online quickly and easily.
Deacon concludes, "Our aim is to offer a better level of service and value to our members. In doing so we hope to retain our current members and encourage more new canoeists to join. First Sports specialist knowledge of implementing Sports CRM systems means that they instinctively know what we need and the unique pressures a governing body faces. They are prepared to listen to what modifications we need and are moulding their system to fit us perfectly:
Shaun Lucas, Managing Director of First Sports International commented, "The First Sports solution has been designed specifically to meet the complex demands of large-scale events and member-heavy sporting organisations. We are very pleased to be working with the BCU and look forward to helping them to meet their objectives.
