ABSTRACT
This chapter digs deeper into the definition of CRM, discussing Gartner’s eight building blocks and the simplified framework used at Winners: the right message to the right person at the right time. The key principles that support the implementation and use of CRM and data are investigated including the five elements of the ‘perfect circle’ – strategy, data, technology, process, and culture. We then refer to the CRM pyramid, which is used to identify where fans are in their relationship with a rights owner. The importance of a customer data platform and a data management platform are explained as well as the significance of the single customer view. The development and role of customer personas are presented, and the design and implementation of customer journeys are described.
The case study looks at Major League Soccer’s approach to CRM and applying the ‘jobs to be done’ framework to creating customer personas.
