Middlesbrough FC aims to score with venue management tool

The Premier League club has signed with Venue Solutions Holdings Plc (Venue Solutions) for its VenueCast customer relationship management and business intelligence suite.

The solution will be employed to consolidate the club’s data and improve the effectiveness of its sales and marketing strategies to help increase revenues at the Riverside Stadium on both match days and non match-days.

Accessed by the commercial department and the department managers across the business; the VenueCast suite will be used to integrate data from ticket office, retail stores and the commercial and hospitality department into a central CRM system. As well as being used to centralise sales and marketing programmes, VenueCast also acts as a central point for all communication, and includes modules for football in the community and customer complaints handling.

Graham Fordy, Head of Commercial at Middlesbrough FC said: “By working with Venue Solutions we will have far deeper access to levels of information throughout the business. This will give us the opportunities to not only create bespoke sales and marketing strategies, but also to understand and serve our fans better.”

Dominic Berger, CEO of Venue Solutions Holdings Plc commented: “The information that Middlesbrough hold on their databases is invaluable to us as a business. By utilising this knowledge effectively with VenueCast, effective marketing campaigns and streamlined corporate efficiency will see a substantial return on investment for the club.”

The VenueCast suite is an enterprise-wide venue management tool powered by Pivotal Corporation’s world-leading CRM engine and supported by the VenueView business intelligence system. It provides a centralised, real-time view of the entire business to identify areas where operational costs can be reduced, revenues increased and customer satisfaction and loyalty improved.

London-based Venue Solutions Holdings PLC was established in 2002 and has developed and deployed a suite of products, systems and services tailored specifically for the venue market. The company, which listed on the AIM stock market in December 2005, has strategic alliances in place with Sony Professional Solutions Europe and a leading CRM vendor, Pivotal Corporation.