Brentford FC Retains Goodform as CRM Agency

August 7, 2014

Newly promoted Championship team Brentford FC have retained Goodform as their CRM Agency for the 2014/15 season.

The Club is seeking to further develop and enhance the relationship with the fans by placing a stronger focus on customer relationship management (CRM), data and insight strategies.

Mark Devlin, Brentford FC Chief Executive, said: “With promotion to The Championship and with a new stadium to fill within the next three years, the time was right to capitalise on all the information and data the Club has collected over the years.

“We needed CRM expertise to assist in our growth strategy and ambitious marketing plans.

“A central part of that is to dramatically improve our communication with our fan base.

“We were very impressed with Goodform’s CRM credentials and their experience and success with other sporting organisations and I’m delighted to be partnering with them at a pivotal time in the Club’s history.”

Goodform’s remit spans design, data and digital, including an initial re-design of email communications, hosting and optimising data, receiving data feeds across ticketing, retail and hospitality, broadcasting email communications as well as overseeing the transition into a new stadium at Lionel Road South.

Their initial focus during the close season has been promoting Season Ticket sales, which has included a telesales campaign, as well as both the home and away kit launches.

Goodform’s CRM Services Director Michael Jones said: “We are delighted to have joined forces with Brentford FC at such an exciting time in the Club’s history.
“We have already undertaken an extensive audit of their data and we are using our unique insight techniques to target fans appropriately.

“Using this targeted approach we have already began to see excellent results from our email communications.

“With our vast experience of data growth, Goodform will support Brentford FC in ensuring all existing data is fully optimised and segmented into one single customer view, alongside leading strategically as the Club embarks on its journey to a new stadium.”