Crusaders Harness Power of the Cloud to Increase Fan Base

Since their partnership, New Zealand Super Rugby Team the Crusaders have seen significant increase in ticket sales for the 2017 season, a 10 percent surge thanks to Infor Customer Relationship Management (CRM) and campaign management software. The Crusaders are the world’s most successful non-international professional rugby team. With an ever-growing customer fan base of 120,000, the Crusaders face two key challenges – how to improve data management, and how to more efficiently and effectively communicate with current and future customers. The eight-month implementation enabled the Crusaders to leverage Infor CRM software to centralize customer data, analyze and better segment customers, delivering an overall improved customer experience.

Key results from the implementation include:

  • An ROI of 7.66 or $7.66 for every $1 invested (outperforming the target ROI of 6)
  • A reduction of 12% in spend on the 2017 season membership program
  • An increase of 10% in 2017 ticket sales

Warren Goddard, General Manager Commercial, The Crusaders, shares how they hace the competitive advantage by being able to engage with their fans in real time, and tailored for their unique customer experiences.


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