Magazine article CRM Magazine

The Blackhawks' Revitalized Game

Magazine article CRM Magazine

The Blackhawks' Revitalized Game

Article excerpt

Driven by last year's National Hockey League (NHL) strike (and in part by MLB's 1994 lockout), NHL teams are looking to put fans' fannies back into the seats. The Chicago Blackhawks recently turned to FrontRange Solutions' GoldMine product to enhance customer relationships. Doug Ryan, director of ticket sales for the Blackhawks, says that it's "about reaching out to our fan base with a personalized touch. GoldMine gave us the ability to see that our Web site was the most efficient sales touch point we have."

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On the experiential side of fan relations, when a fan visits the team's Web site and makes ticket inquiries, GoldMine imports that customer contact information into a database and automatically assigns each fan a sales representative. The fan then receives a personalized email with the sales rep's contact information. The rep receives alerts that add the fan's contact information to the rep's call list and calendar. …

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