Sage CRM success story - SCL Tigers

Sage CRM Customer Success

Sage CRM in Ice Hockey

Customer SCL Tigers AG Industry Sports and leisure Location Switzerland Solution Sage CRM

Whether in business, industry or in the services sector, CRM solutions are now standard in many companies. Yet Customer Relationship Management is also an issue for sports clubs. Fans, club members or sponsors are ultimately customers too, who usually have a very close and emotional bond to the Club. It’s the same here in Langnau im Emmental - the “Tigers” opt for modern customer care - and Sage CRM. As an integral part of Swiss hockey for more than 60 years, and also the most important sporting representative of Emmental and the surrounding region, the SCL Tigers are a club with a proud tradition, and a good reputation not only in the region, but in the whole of Switzerland.

After the foundation of the Association in 1946, they spent a period getting successfully established. In 1960 the club ascended to the National League A, where in 1976 they celebrated

We needed a database that was standardised, accessible to everyone and above all easy to use and offering versatile data evaluation.’

Jasmin Loosli, CRM and Webshop Implementation and Marketing Project Manager SCL Young Tigers

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Challenge Having worked with error-prone and complicated spreadsheets and other software until recently, SCL Tigers realised that they needed a solution that was standardised, accessible to everyone and above all easy to use and one which could offer versatile data evaluation.

winning their first ever Championship.

After they fell back to the National League B in the 90s, the Tigers have shaped Swiss ice hockey in the highest leagues since 1998.

Swiss-wide following Therefore it is no surprise that the SCL Tigers website gets more than one million visitors each season, and even more than two million viewers follow the fortunes of the cult club on the Pay-TV channel Teleclub. Ruedi Zesiger, the Tigers’ Managing Director, explains, “The SCL Tigers stand for tradition, passion and fighting spirit along with total fairness and respect for the sports opponent.”

The SCL Young Tigers’ youth work is also very successful. With eleven teams, the Club runs a very active Youth Academy as their own “talent pool”, which ultimately benefits the entire National League.

Solution The decision was taken to implement Sage CRM with a customisation enabling the tracking of the career potential of a player for years to come.

Sage CRM has also allowed for the efficient and more economical management of data for officials, teams, sponsors and promoters.

Results Sage CRM’s web based solution has standardised data across all departments and increased efficiency by avoiding duplication. This has, in turn, freed up resources and improved the overall cost control for SCL Tigers.

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“We purposely integrated a special feature in the system called “Scouting”, in which we track the career and potential of a player in the CRM for years to come.”

Ivan Brägger, Managing Director SCL Young Tigers

Loyal fan base And what is true for the Club applies also to the fans and sponsors enthusiastically building the great atmosphere, each one stands behind their team. However all fair spectators in the whole of Switzerland are equally welcome. It is clear to Jasmin Loosli, CRM and Webshop Implementation and Marketing Project Manager, that this important “customer capital” must be taken care of.

Networked with Sage 200 With Sage CRM, the SCL Tigers complement existing Sage installations, such as Sage 200 Finance and Sage 50, through a phased integration.

“Until recently we worked with our own Access database, Excel spreadsheets and other software. However, we reached capacity using these solutions mid-2010, when service and administration had become too complicated and error-prone.

The requirements Creation of a standardised database offering versatile data evaluation, available to all employees in Marketing, League Operations and Administration.

We needed a database that was standardised, accessible to everyone and above all easy to use and offering versatile data evaluation.”

Tracking potential With the support of Sage Partner Elvada, the decision was taken to set up and implement this future-oriented database using Sage CRM. Apart from managing the fan base, many individual tasks could be handled with the CRM system.

“We purposely integrated a special feature in the system called “Scouting”, in which we track the career and potential of a player in the CRM for years to come,” explains Ivan Brägger, Managing Director of SCL Young Tigers (Junior Division). He cites the capturing and management of data for officials, teams, promoters or sponsors, and the rink scheduling or coordination of fixture lists as further such examples.

“We couldn’t just use Sage CRM for the “usual” CRM objectives such as customer care or marketing support - it also had to handle hockey-specific tasks more efficiently and thus more economically.”

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“Now the Webshop Module is in the pipeline in Sage 200”, says Jasmin Loosli.

“Our entire business solution is complete with this and can be used universally throughout the company”.

The solution Sage CRM, the high-performance solution for comprehensive customer relationship management was deployed.

Practical benefits • Fully web-based, locationindependent solution • Standardised data for all departments • Increase in efficiency by avoiding duplication • Frees up resources for improved cost control

About Sage CRM Over 15,000 small and medium sized companies across the globe use Sage CRM every day to accelerate sales, drive business productivity and make every customer interaction count. It is used by enterprising, growing companies seeking new ways to interact with customers, leverage the power of social media and take advantage of the latest mobile developments to further grow their business. When combined with Sage ERP, our customers enjoy better business insight, increased efficiencies and productivity, and gain a single, customer-centric view across their entire business. So whether you’re just starting out or have already grown to several hundred employees, Sage CRM can help accelerate your business success.

Accelerate your business success with a free 30-day trial at www.sagecrm.com

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Š 2014 Sage Group Plc.

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