OREANDA-NEWS. February 08, 2011. CROC implements a fan relationship management system for the Russian professional football club, CSKA. The new system will help CSKA improve long-term relationships with fans, facilitate communication, and increase sales of souvenirs, tickets, and merchandise.

“In response to their support and loyalty, we improved communication with our fans by making it more convenient and efficient. Thanks to our new centralized fan database, we can analyze contact data and individual relationship history, communicate with fans on an individual basis, and make better managerial decisions,” said Andrey Zarubyan, Commercial Director, PFC CSKA.

“It was a great pleasure to contribute to the development of CSKA, our favorite football club, by doing what we do best – providing high-tech IT solutions. The club can now inform its fans by SMS or e-mail and easily arrange specially tailored centralized marketing activities. The new fan relationship management system and telecom carrier services have helped to dramatically improve the quality and range of fan communication. Both the football team and its fans will benefit from the new system,” remarked Dmitry Vasiliev, First Deputy Director General, CROC.

“It’s a great idea! As a result of mobile phone and e-mail notifications, you no longer have to monitor the club’s website for information on matches and ticket sales. It’s an easy-to-use and fast solution,” said CSKA Fan Club representatives.

CROC’s specialists based the fan relationship management system on Oracle Siebel CRM 8.1, the world’s most advanced CRM solution. Oracle Siebel CRM enables companies (depending on the unique characteristics of their industry) to improve customer relationship management, consolidate customer information in a single database, and focus on customers’ needs. The fact that the system allows for the organization of data on both a transactional and analytical basis means that it is ideal for improving customer relationships.