The Lawn Tennis Association (LTA), the body governing the sport in the UK, has upgraded to the latest version of Oracle Siebel’s latest CRM – 8.1.1 – to help it keep in touch with its members.
The LTA currently has about 250,000 members and the organisation says that since upgrading to Oracle Siebel’s latest offering it has seen fewer dropouts during the membership signup process. It also saw membership numbers increase by 18,500 in the first two months of rollout.
The CRM platform contains information on tournaments, events and matches and can keep users up to date on player ratings and the latest rankings. All the information is fed into the LTA’s website, where each member can be provided with a customised profile and targeted marketing information.
“Oracle’s Siebel CRM technology is the backbone of our website and customer service operations, providing us with the functionality needed to engage with the tennis community more effectively,” said Will Solomon, information systems manager at the LTA. “We now have a strong and powerful platform to deliver a more personalised customer experience due to the integrated and flexible capabilities of Oracle’s technology.”
The LTA has also implemented Oracle Business Intelligence within the CRM to monitor performance against pre-set targets to measure business success. One of the primary reason the LTA picked Oracle Siebel CRM was to improve the efficiency of its business.
“As well as delivering more intuitive tools, Oracle has enabled us to reach out to more tennis enthusiasts, better serve our membership base and support junior and senior performance player progression,” Solomon said.
This means that the LTA can now monitor performance at schools and communities across the UK and direct resources where needed.
“The Lawn Tennis Association is a long-standing institution that continues to drive awareness of tennis in Great Britain,” said Steve Fearon, vice president, CRM On Demand & CRM Sales Development, EMEA, Oracle. “Not only will Oracle’s Siebel CRM help reduce LTA’s costs, it will consolidate all the information they hold, making it more efficient to engage with members and strengthen these relationships.”
