These days, new technology has expanded the amount of data that we can get from consumers. We can do a deep dive in terms of the psychological profiles of our customers. Improving fan relationships through technology is a new idea in online sports management education.
Moving from Paper to Digital Relationship Management
CRM stands for customer relationship management. In the past, maintaining relationships with customers was a matter of sending mail back and forth. You reached out through regular mail, flyers, and surveys. With these tools, you could gain an understanding of customer needs.
Now, sports organizations have the ability to track data. This information includes not only preferences but also previous consumption and purchasing habits. Global sports organizations even have the ability to go through and understand your bank account or the websites that you have visited. All of this comes together to provide a massive data set that helps us understand who you are as a consumer.
From a consumer’s perspective, this understandably can feel a little invasive. The consumers may not like this. However, if a sports organization can truly comprehend the fan and is using this data as a way to create a relationship with the consumer, then this information can be very helpful.
Harnessing the Benefits of Big Data
Essentially, CRM allows you as an organization to get as much data as possible in terms of the psychological profiles of fans. As any sports management education student knows, the more we know about the fans, the better we are able to cater to their needs. We can more effectively satisfy what they want and deliver what they are looking for as consumers.
Some may think of big data as being too invasive, and they may have a point. However, purely from the standpoint of a trustworthy sports management organization, CRM allows us to utilize fan data so that we can give consumers what they want based on their previous consumption patterns.
