The NRL undertook a stringent selection process, reviewing proposals from 16 CRM vendors, before deciding on a solution based on StayinFront CRM Web, StayinFront Analytics and StayinFront Marketing Center to strengthen its customer relationships and improve its ability to manage and market rugby league games and merchandise.
Shane Mattiske, director of strategy & special projects, said the NRL’s focus has been on finding a system that could provide a whole-of-League solution.
“We believe we will be able to drive strong efficiencies in areas such as marketing, operations and human resources. NRL and Club resources will gain efficiencies through access to one CRM system rather than maintaining bespoke standalone systems,” he said.
Eclipse, the eBusiness and web development subsidiary of professional services firm Deloitte, implemented the product set for the NRL.
It has also commenced assisting the NRL in planning and delivering an integrated direct marketing program throughout the season, working with clubs and utilising StayinFront’s marketing functionality, said Mattiske.
The NRL is taking a phased approach to implementing the new CRM system, and plans to have a number of clubs using it during the 2007 season.
Eclipse scores with NRL
By Lilia Guan on May 2, 2007 12:00PM