Following a project phase lasting several months, during which all relevant areas of the club were integrated, the new solution now fully operational. This enables SC Freiburg to offer personalised fan communication, data-driven sponsorship processes and more efficient fan service, while also serving as a starting point for future digital developments.
Digital strategy for fans, partners and sponsors
"Up until now, our existing systems have not provided us with a holistic view of all the relevant information about our fans, partners and sponsors," says Daniel Däuper, Head of Sales and Services at SC Freiburg. "Processes that were not fully digitised resulted in increased coordination workload between the different departments." SC Freiburg and adesso started here, analysing the digital infrastructure of the club. Based on this, they jointly developed a target architecture for customer experience management (CXM) and a roadmap for implementing it. The architecture focused on rolling out Microsoft Dynamics 365 with modules for sales, service, customer insights journeys and connecting existing systems such as the ERP system Microsoft Navision.
More efficiency, better data, more targeted communication
With the new CRM platform, SC Freiburg now has a central cloud-based solution for fan and partner data. Fans receive more targeted information as a result, and sponsoring and sales activities can be controlled and implemented in an optimised way. Dashboards provide real-time insights and automated processes take the pressure off employees.
"We've taken a big step forward in the management of sponsoring contacts with our new CRM system," says Stefan Schonhard, Head of CRM at SC Freiburg. "Our colleagues from the sponsoring department now have a 360-degree view of our partners and sponsors, making operational work much more efficient. This means that they can focus even more on what really matters: addressing companies in a targeted way and further enhancing our great relations with our partners and sponsors."
