Optimisation of fan and partner loyalty with new Microsoft-based CRM architecture

SC Freiburg stands for down-to-earth values, sustainable development and close ties to fans, partners and sponsors. With the construction of the new Europa-Park Stadium and the switch to in-house marketing, the Bundesliga club has consistently developed its organisational and communication structures – including digitally. The aim was to address all relevant target groups in a contemporary, personalised and efficient manner. To meet these challenges, the Bundesliga football club worked with adesso to introduce a new cloud-based CRM architecture. This laid the foundation for future-proof fan and partner communication.

Before the project began, SC Freiburg worked with a large number of isolated systems. Fan, partner and sponsorship data was stored in decentralised locations, processes were not fully digitised and the coordination effort between departments was correspondingly high.

At the same time, the demands on service, communication and marketing increased significantly: fans expect personalised content, sponsors expect transparent processes, and the club needs a reliable database for strategic decisions.

Key challenges:

• No holistic view of fans, partners and sponsors
• High manual effort due to isolated solutions and Excel-based processes
• Limited options for personalised communication
• Increasing demands due to new stadium construction and in-house marketing

Together with adesso, SC Freiburg developed a sustainable CXM (customer experience management) target architecture and a clear roadmap for digital transformation.

At the heart of the solution is a cloud-based CRM platform based on Microsoft Dynamics 365, which was introduced step by step and closely linked to the existing systems. adesso supported the club from strategic analysis and technical implementation to coaching employees.

Measures implemented:

• Development of a holistic CXM target architecture
• Introduction of Microsoft Dynamics 365 (sales, service, customer insights journeys)
• Centralised management of fan, partner and sponsorship data
• Integration of existing systems (including ERP Microsoft Navision)
• Automation of service, sales and sponsorship processes

With the new CRM platform, SC Freiburg now has a centralised, cloud-based solution for all relevant target groups. Employees work more efficiently, data is consistently available, and fans and partners benefit from significantly improved communication.

• 360-degree view of fans, partners and sponsors
• More efficient collaboration between departments
• Personalised fan communication based on consistent data
• Optimised sponsorship and sales processes
• Transparent dashboards and real-time reporting

The new platform also forms the basis for further digital innovations and the long-term development of fan and partner relationships.