Why Every Tennis Club Needs to Have a CRM System?

by | Dec 4, 2018 | 0 comments

Introduction

There is a popular saying that the customer is the king of every business. This is a very true statement across almost all industries and that is why many businesses are always looking for new ways to boost their relationship with their customers. For many businesses, the customer relationship management tool is always the first point of call for any customer liaisons. The reason is because CRMs have grown to be very effective tools for managing a business’ interactions with its customers. As a result it is ingrained into their every operation. There are however some businesses that are always skeptical about adopting CRMs, mostly because they are unsure if it meets their needs. We will explore one such business in this post – tennis clubs. We will first understand what a CRM is, as well as its key features. Thereafter, we will understand how a Tennis Club can use a CRM tool to enhance its relationships with its customers.

What is a CRM?

A customer relationship management tool is a digital application that businesses use to help manage their interaction with customers all through the customer lifecycle. CRM tools help to streamline and optimize the communication between customers and businesses. These applications help automate practices and strategies used in managing, analyzing and bolstering contact with customers and prospects. The aim of CRM tools is to improve customer service relationships, assist and enhance customer retention and drive growth in sales.

Key Features of a CRM

There are several important features in CRM tools that make them perform the many functions they perform. These features will be explored in detail below:

  • Lead Management: CRM tools help with the management of leads from the point of initial contact up until after they become paying customers. CRM tools aid businesses in the tracking of leads, these could be in form of website visitors. Sometimes, notes need to be taken about these leads and CRM helps with that.
  • Email Automation: the automation of email marketing and communication is another important feature of CRM tools. These applications help to automate communication between businesses and prospects across several channels, especially email.
  • Trigger Automation: This is an automated trigger for communication once a certain condition has been met. Such conditions could be clicking on a link on a website, visiting a page, and so on. CRM helps to identify the satisfaction of such conditions and automate interaction accordingly.
  • Data Analytics: Data is becoming an important part of every process, and CRM tools are not left behind. These tools help businesses store and manage a vast amount of customer data, hence it only makes sense that they can analyze the data they hold. The analysis of customer data will help businesses gain in-depth understanding into the needs and wants of their customers. Businesses can also unearth novel opportunities via advanced data analytics.
  • Automated Deal Management: Another key feature of CRM tools is deal management. Many CRM tools now have the feature that automates the management of deals with customers, making it easy for businesses to transact.
  • Contact Management: This is the foundation of every CRM tool – the management of customer contact information. CRM tools are able to aggregate customer information across several channels and avoid the duplication of such information. This eases the communication process of businesses with their customers.
  • Task Management: CRM tools are also able to help teams manage their tasks and responsibilities with task management features. These applications can help automate the assignment of tasks to team members based on pre-specified capabilities. The monitoring of the assigned tasks in order to ensure completion is another way task management helps teams.
  • Reporting: There is a need for the ability to generate reports on various customer relationship processes and CRM tools help achieve this. These reports give the business insight into how robust and solid their relationship with their customers are.
  • Integration: CRM tools are able to be integrated into several websites, social media platforms and applications. This helps with the aggregation of customer information into a unified place from all these channels.

Benefits of a CRM for a Tennis Club

Several benefits accrue from the use of a CRM in a tennis club and we will be looking at these benefits.

  1. Customer Segmentation: CRM can help a tennis club to properly segment their customer base based on certain distinct features and interests. For example, customers can be segmented based on interests in junior tennis, adult tennis, type of ground they like playing on, time of the day they enjoy playing, and so on. This segmentation via CRM will ensure that the tennis club sends out personalized interactions, thus improving the chances of converting prospects to customers and retaining existing customers.
  2. Triggering Email Automation: Automated triggers is another benefit that CRM tools offer tennis clubs. This can be done via a number of triggers, such as website visits. If someone visits the adult tennis page three times, the CRM could ask for their email and offer relevant adult tennis content to them. The CRM will also notify a sales personnel that the person is a lead that needs to be attended to.
  3. Lead Nurturing: The nurturing of leads is another important advantage that CRMs give tennis clubs. It is difficult to follow-up on leads and nurture them. However, with CRMs, tennis clubs can automate the entire process and better convert prospects to paying customers. This could be by automating interactions over defined periods of time, and so on.
  4. Efficient management of customer relationship: With a CRM tool, a tennis club is sure that their every relationship with leads and existing customers is very well managed. This efficient management in turn makes their staff and customers more satisfied, leading to a seamless and smooth operation.
  5. Integration with other websites and applications: The integration of a CRM tool with several other websites and applications is an important benefit to tennis clubs. Many tennis clubs are present across various social media and communication channels, so a CRM helps unify all the information into one place, easing organization.
  6. Focus on core tennis business and automate customer management: With a CRM, tennis clubs know that their customer relationships are managed and have one less thing to worry about. This gives them the leeway to focus and improve on their core business offering – tennis.

Conclusion

As you can see, CRMs are important to tennis clubs owners and the benefits that accrue cannot be overlooked. CRM tools can help increase sales by up to 29% and sales productivity by a commensurate 34%. It is imperative that tennis clubs jump on the CRM train and do not get left behind.