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Players always say that when it counts the most, fans and supporters can represent the force of an extra player in the team.
Competing against three other football codes in one of the most crowded sporting markets in the world, the Australian Rugby Union (ARU) has picked Salesforce to harness that Unfair Advantage.
Data has become a crucial battleground at Rugby’s top level with every aspect of a match and a player’s performance analysed over and over to find that competitive edge. In business today, data plays a critical role in customer acquisition and retention. As Bill Pulver, ARU CEO, states:
The fundamentals of running a sport are pretty similar to running a business, the difference being you have this thick layer of passion over the top.
Unlocking Fan Force with Rugby Link
Rugby Link is the brand name for the Salesforce-powered platform through which the ARU will engage every member of its community - “from the age of 5 right through to the age of 75”.
According to Bill, Salesforce equips the ARU with a digital platform for one-on-one communication that is relevant to a fan or player’s historical engagement with the game; as well as enabling a customised future with the game as well.
A good example that Jade McAuslan, CRM Manager, describes is how the platform allows the ARU to understand when fans and players renew their seasonal membership, and as a result, time and personalise their outreach accordingly. The way that the data and metrics inform that personalised connection is critical to keeping people more engaged than with any of the other codes.
In the modern, professional era of Rugby Union, teamwork and communication are fundamental to success on the field. But also increasingly it is the cohesion and strength of the entire organisation behind that team, all the way down to the 5 year old touch rugby player, that provides that edge to keep the national teams winning again and again. With Rugby Link, powered by Salesforce, the ARU has secured an Unfair Advantage in that international contest. In a World Cup year that could count for a lot!
Rob Clarke, GM of Marketing and Operations, joined our Salesforce World Tour Keynote in Melbourne in March to talk through the The ARU story, you can watch the video replay here:
You can also unleash the power of connecting with your customers, employees and partners on whole new level to score amazing service points! To understand how, see how the Community Cloud can benefit your business today and download your free report on Community Cloud 101:
