2. Agenda
Current State Analysis Bloomington Braves
Recommendations
Roadmap
Financial Implications
Risks/Mitigations
Next Steps
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 2
3. Our Team
Accenture
Bill Vinayak Brian Bryan
Falotico Hebbagil Rich Sacks
Accenture Accenture Accenture Accenture
Consultant Analyst Manager Senior Manager
4 Years Exp. 3 Years Exp. 6 Years Exp. 10 Years Exp.
Systems Integration Database & ERP Marketing CRM
Specialist Specialist Transformation Project Manager
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 3
4. BB needs to increase revenue through
enhancing the customer experience.
BB’s Opportunities Recommendations
Insufficient data about customers Integrate CRM software with
and their “game day” experience Bloomington Braves reward card
Create incentives to refer friends
Flat attendance and revenue
and attend more games
Unable to distinguish ticket Utilize mobile technology to
purchaser from game attendee uniquely identify customers
The Bloomington Braves need to implement a relationship
marketing strategy in combination with a CRM system to better
understand and reach out to their customers.
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 4
5. Through an innovative CRM system, BB can
increase and reward loyal customers.
2
Rewards &
Process
Incentives Program
Change Mgt
3 1
Strategic In-House
Roadmap Marketing Ticketing System
Costs
Risks
Next Steps 4
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 5
6. Implementing an in-house ticketing system
gives control over acquired customer data.
Benefits Delivered:
• Own & control data about your customers
• Mechanism to auto-enroll in Braves Card
Web
• No vendor management costs Front-End
Implementation Steps
• Create a change management advisory board
• Vendor negotiations, purchase, and hire
• Customize software to your needs
• Development & test and ensure quality
Source: http://www.getfast.co.uk/images/crm.jpg
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 6
7. A reward program will enhances the customer
experience and generate additional revenue.
Customer Rewards
Purchase barcode readers
and install Kiosks • Free merchandize
• Discounted tickets
• Point for referring friends
• Deals on memorabilia
Purchase and distribute cards
to customers • Game visit statistics
• View & redeem points
• Additional promotions
• Free gifts and giveaways
Integrate data into CRM
system
Benefits
• Improved customer loyalty
Maintain and support system • Accumulate useful data
• Additional revenue opportunities
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 7
8. CRM provides target marketing through the
integration of acquired customer data.
CRM
Customer Information Target Marketing
Demographic Data Predict User Purchases
Purchase History Analyze Attendance Trends
Forecast Sales Models
Contact Information
Market To Prospective
Attendance Statistics
Customers
RFP Select and Install Integrate Data Maintain/Support
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 8
9. Utilizing mobile technologies in the future can
uniquely identify and track customer behavior.
Growing market for cell Convenient for ticket
phone applications holders
Advantages
Implementation Steps
• Gather contact information from CRM Cell phone marketing
• Send electronic tickets to select customers campaigns
• Develop a mobile application that will tally
customers’ points and rewards
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 9
10. Using CRM the process for obtaining and
enrolling new customers is streamlined.
No
Prospect
Customers visit
Market to potential Enroll in
online/box office
customers Braves Card?
system End Process
Yes
No
Customer
Acquired
How many User data is Stays in system,
Repeat
Capture user data reward points Card is generated updated and now this process is
Purchase?
awarded? tracked completed
Yes
Matriculated
Incentives given Targeted
How many based on marketing based Identify new
Input to CRM reward points demographic and on CRM potential
system to track awarded? amount of games information and ad customers
repeat customer attended campaigns
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 10
11. An effective change management process is
imperative for the CRM system’s success
Identify the major stakeholders
• Marketing, sales and customer service
Get senior management sponsorship
• Emphasizing the benefits of a properly implemented
CRM system to all employees
Ensure the organization’s resources can be leveraged
to support the implementation
Incorporate employee training programs
• Encourage vendor and partner participation
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 11
12. A secure, robust solution can be designed and
implemented within five quarters.
Quarter 1 Quarter 2 Quarter 3 Quarter 4 Quarter 5
Phase 1:
• Identify Stakeholders
Info • Form cross-functional teams
Gathering • Understand existing systems, get user buy-in
Phase 2: Design
1 In-House Pilot & • Vendor negotiation/acquire source code
Ticketing Go-live • Solution integration development
3 Customer Relationship Management Pilot &
2 Strategic Marketing Go-live
Phase 3: Implement & Testing
• Integrate into CRM 4
Mobile App
• User Interface
Development
• Quality/Assurance
Phase 4:
Evaluation &
Improvement
Project Management
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 12
13. BB’s investment will drive significant and
sustainable value at relatively low cost.
Ticket System
Rewards
Marketing
Mobile Tech
Aggregate
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 13
14. BB’s investment will drive significant and
sustainable value at relatively low cost.
Year 1
Task Costs
Ticket System
SimpleTick Software Product $7,000
Development (2 Staff | 2 Weeks) $7,400
Rewards
Requirement Gathering (1 Week) $10,000
Testing (1 Week) $10,000
Marketing $34,400
Mobile Tech
Aggregate
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 14
15. BB’s investment will drive significant and
sustainable value at relatively low cost.
Year 1
Task Costs
Ticket System
20,000 Season Tickets * ($0.075) $3,000
200,000 Individual Customers $15,000
Rewards
Kiosk ($750 * 20) $15,000
Barcode Scanners ($100 * 30) $3,000
Marketing $36,000
Year 2
Mobile Tech Task Costs
Replacement Season Tickets $500
Aggregate New Individual Customers $500
$1,000
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 15
16. BB’s investment will drive significant and
sustainable value at relatively low cost.
Year 1
Task Costs
Ticket System
Hardware/Software $200,000
Implementation $750,000
Rewards
$1,060,000
Marketing
Mobile Tech
Aggregate
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 16
17. BB’s investment will drive significant and
sustainable value at relatively low cost.
Year 1
Task Costs
Ticket System
Planning (2 | 1 Weeks) $10,000
Design & Pilot (3 | 3 Weeks) $27,000
Rewards
Implement & Test (2 | 2 Weeks) $12,000
Quality Assurance (2 | 1 Week) $10,000
Marketing User Training (1 | 1 Weeks) $5,000
$64,000
Mobile Tech
Aggregate
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 17
18. BB’s investment will drive significant and
sustainable value at relatively low cost.
Technology Costs
Total Costs
Servers $30,000
Storage $10,000
$1,349,400 USD
Ticket System
Misc. Hardware $5,000
Rewards Customer Support $110,000
$155,000
Marketing Total Costs
Ticket System $34,400
Mobile Tech Braves Card $36,000
CRM $1,060,000
Aggregate Mobile $64,000
$1,194,400
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 18
19. BB’s investment will drive significant and
sustainable value at relatively low cost.
200,000,000
150,000,000
Dollars
100,000,000
50,000,000 New Revenue
Old Revenue
0
2011 2012 2013 2014 2015
Year
Year New Old Difference
1 $ 81,851,843 $71,799,862 $ 10,051,981
2 $ 97,632,878 $76,466,853 $ 21,166,025
We anticipate 14%
3 $ 114,376,917 $81,437,199 $ 32,939,718
4 $ 131,556,330 $86,730,617 $ 44,825,713 customer growth in Year 1
5 $ 148,513,941 $92,368,107 $ 56,145,834 after implementation
Total $ 165,129,271
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 19
20. Defined, actionable steps can be taken to
minimize implementation risks.
Action Items
1
Implementation Risks Careful software selection
and deployment
Redesign faulty processes
Inadequate Planning
2 Corporate strategy
Flawed Implementation integration
Complete understanding of
customers
Conflicting Organizational Views 3
Information sharing
Adapting to changes
Standardized security policy
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 20
21. In order to ensure success there are certain
vital factors to monitor and evaluate.
Continuously monitor performance to evaluate CRM
system’s success
Create a baseline after the first year of
implementation
Identify what processes have improved and which
need further analysis/investigation
Encourage an open communication work
environment
Promote collaboration between business functions
Sharing of information between departments
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 21
22. Accenture consistently delivers growth by
aligning marketing with corporate objectives.
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 22
23. Through an innovative CRM system, BB can
increase and reward loyal customers.
In-House Rewards & Strategic Mobile
Ticking System Incentives Marketing Technology
More Customers
&
Increased Loyalty
Generate additional Enhance the customer
revenue experience
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 23
24. Appendix
Current
State
> Recommendations > Roadmap > Costs > Risks &
Mitigation
> Next Steps 24
26. Ticketing System
Customers visit
online/box office Capture user data Make purchase
system
Automatic
Input to CRM
enrollment in
system for data
Braves Card
analysis
Program
26
27. Rewards Program
Braves card for Reward Points to
Monitor customer
interested be redeemed by
purchase behavior
customers customers
Input to CRM
User Incentives to
system to target
increase loyalty
repeat customers
27
28. Strategic Marketing
Targeted Identify Determine
marketing potential new future trends
campaigns customers to drive sales
strategy
User data from CRM
system
28
29. Mobile Technology
Uniquely identify
Scan mobile
data about Mobile applications
barcodes
attendees for smartphones
Mobile
CRM system marketing
initiatives
29