It's not just about ticketing
Most football clubs are familiar with digital ticketing, user-friendly online ticket sales and access control by now. CM.com has provided ticketing for several soccer clubs including NAC Breda, ADO Den Haag and KAS Eupen for years and as of this season they will do the same for De Graafschap, TOP Oss and MVV Maastricht.
Sam Windridge, Business Development Manager at CM.com: “It’s great to see that these clubs have chosen our platform to sell their tickets. We’re happy that they’ve put their trust in us and it’s our pleasure to help them prepare for the future. But we're not just about ticketing, we have a lot more to offer to help them grow. For instance automated communication with fans via several communication channels and the creation of data profiles of supporters. You can find that all in our platform, something that continues to set us apart from other providers”.
It’s every club’s desire to have more information about their stadium visitors. “Most of the time, multiple tickets are bought by one individual”, Windridge says. “You’ll have the details of the person who made the booking but you want to know about the other fans who are there. What are their preferences, how often do they visit and what are they buying whilst at the stadium. There is a lot of missed potential there. Especially when you realise that CM.com has everything it takes to deliver an unforgettable supporter journey.”
The invisible supporter. Do you know the visitors of your stadium? (Photo by Pol beda Hervs)
Mobile Marketing Cloud: personalised mobile communication
Once you know who your fans are, you’re able to personalise your communication with them. The interaction with your fans takes place via chatbots, email or mobile numbers – via WhatsApp or SMS. It’s possible to create a fan profile that can be used for segmentation, that drives yield and spend per head. Profiles can be stored in our Customer Data Platform and you can actively marketing to these using the Mobile Marketing Cloud. That way fans can easily buy a ticket and make a seat reservation using their favorite online channel. You can enrich those profiles with new details of your supporters to improve the personalisation of communication. If a fan usually parks at the stadium, you can offer them parking upgrades, for example.
The combination of Customer Data Platform and Mobile Marketing Cloud offers an end-to-end solution for messaging, communication and analytics, all under one roof.
One of our clients, NAC Breda, shows us how it works in practice. At the end of the season 2016-2017, all season ticket holders received a personal phone message from soccer player Manu García, the club’s hero. In that message he revealed that he had extended his contract for another year; the most loyal group of supporters were the first to know. Following García’s phone call, the fans received an SMS containing a link for renewal of the season tickets. Not only did this example increase loyalty, it increased revenue for the coming year.
Formula 1 Heineken Dutch Grand Prix
Another inspiring example of what happens when CM.com’s technology is used in sports is the Formula 1 Heineken Dutch Grand Prix, which will take place in September 2021 in Zandvoort, The Netherlands. Using CM.com's technology the team behind the race ensures a first class visitor experience throughout the customer journey. Online preregistration, multiple payment methods including installment payments, one-on-one interaction with the fans; it’s all easy and secure and all the supporter needs is a smartphone.
Back to football: NAC Breda
Out of all the soccer clubs in The Netherlands, NAC Breda is where it all started for CM.com. At the time, CM.com was the main sponsor of the club. In co-creation with NAC, we came up with and developed various digital solutions. We had one primary goal: strengthen the relationship with fans. One of the solutions is the Guest manager environment. Sponsors and skybox holders can use this environment to easily manage their own tickets and to send out invitations, directions and even match previews to their guests. That saves the staff considerable time and makes the experience more personal. This benefits the customer but also every visitors data is captured within the platform.
New collaborations with MVV Maastricht
As of 2021, MVV Maastricht and CM.com are collaborating to deliver a more personalised and seamless fan experience. According to general director Erik Noor: “together with CM.com we will offer our supporters and partners a stylish platform. In time, all our services and products will be available on this platform. A wonderful thing to look forward to for our supporters and for us.”
A collaboration with the customer
Co-creation is still the way CM.com operates: a collaboration with the customer to improve the fan experience on all counts. Sam Windridge: “The moment you, as a football club, are aware of all possibilities, it starts to change the way you think about your business. Why would you solely use newsletters to communicate, if you can send a personal WhatsApp message? Why wouldn’t you send your fans a video message, recorded by one of your players, to ask them to renew their season ticket? If you save your fan’s preferences, you can even have their favorite player record this message. Supporters would love that and that in turn increases fan loyalty.”
Improve your fan engagement
CM.com plays an important role in the interaction between football club and supporter, we've got the technology and the expertise. If you want your supporters to have an excellent experience before, during and after the game, we are more than happy to help you realise that goal.