Harlequins tackles new sales and marketing systems

Harlequins has invested in a new ticketing and customer relationship management (CRM) system to increase efficiency, offer new and improved services to supporters and promote sales and marketing opportunities.

The system is now being used behind the scenes by the 'Quins staff to manage the ticketing, membership, merchandise, accounts, corporate sales and marketing processes, as well as powering online ticket sales.

Developed by Software4Sport, the specialist sales and marketing software package already in use by a wide range of clubs including Liverpool FC and Manchester City FC as well as Durham County Cricket Club and London Irish will update the Twickenham-based club's existing processes and prepare it for more advanced monitoring and targeted selling activities.

"The new system will help us to manage our ticketing more efficiently, offer new and improved services to supporters and track and reward supporters for their loyalty," said Mark Evans, Harlequins' chief executive.

"Going forwards, it will allow us to take advantage of new web, mobile and smartcard technologies." Software4Sport has managed the implementation very well - the training and project management have been excellent."

Tony Copsey, the club's managing director, added: "With TALENT Sport, everyone will be working on the same system. This will give us real-time information across the business and help to automate processes. From a marketing point of view, it will help us to learn more about what supporters are interested in so that we can keep them up to date with news and offers they want to hear about."

The club plans to take advantage of the latest functionality of the TALENT system, having recently completed its implementation and training. This includes the ability to handle automated telephone sales and customer purchase tracking in addition to SMS text message-based ticket notification.

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