Natalie Waddell, head of CRM at Chelsea Football Club, said: As our business continues to grow globally it’s important that we maintain close relationships with our fans. With the right tools we will be able to understand our consumers better, communicate and tailor our campaigns more effectively and develop the right products and services.
Chelsea FC will integrate the smartFOCUS software to implement personalised marketing campaigns and analyse the response of customers to such campaigns. The software will integrate off-line and online data, analysis, campaign and performance management to enable the club to access customer data.
Chris Underhill, CEO of smartFOCUS, said: By better understanding its supporters and tailoring communications accordingly, Chelsea FC will be able to have a much more intimate relationship with its fan base. It will be able to build on this knowledge to provide new products and services, and to successfully market them.
The software will be built by smartFOCUS, hosted on Chelsea FC infrastructure and managed by the smartFOCUS Managed Services team.
SmartFOCUS has over 400 customers worldwide, including Abn Amro, Centerparcs, EMI, Fig Leaves, Harrods, Hilton International, NSPCC, Societe Generale and QVC.
Internet fashion retailer ASOS recently selected smartFOCUS customer relationship management tools to support the company’s strategic growth plans. Rabobank, a Netherlands-based financial institution, has incorporated smartFOCUS’ software into the bank’s global marketing system, to create an integrated marketing system.