Football Industries MBA alumnus delivers guest lecture to current students
Football Industries MBA (FIMBA) alumnus and founder of 4sight Sport and Leisure, Garry Adamson, recently delivered a talk to current students on the MBA programme.
Garry’s company, 4sight, specialises in providing sporting organisations with quality customer relationship management (CRM), marketing, loyalty & data management systems, expert resources and specialist knowledge in order to grow and improve business.
His presentation looked at the ever-growing importance of CRM particularly in football clubs. The session explored how clubs use it, what a CRM agency does and how clubs can better use data systems to meet their goals.
Customer relationship management refers to client data and how this can be used to build personal communication which will not only help to retain customers but will also inform clubs in their overall strategy and business decisions.
CRM can be achieved through a number of means including surveys and data capture forms which will then influence personalised campaigns and email marketing.
Garry talked about the challenges that football clubs in the UK face with using CRM data systems explaining that a lack of resources in lower league clubs and minimal knowledge on how to manage the data after it has been collected can all create problems. CRM has only recently been introduced into the sporting industry with some major clubs only investing in recent years so there is scope for growth and further development in the area.