Sports Franchise Scores a Win With Customer Relationship Management System

Phoenix, Arizona may be one of the most competitive sports and entertainment areas in the United States. In addition to the Phoenix Suns of the NBA, Phoenix is host to teams from the NFL, NHL, and MLB, as well as year-round golf and NASCAR. Suns Legacy Partners operates the Suns, three other sports franchises, and a family events arena. For years, the company struggled with customer information spread across several nonintegrated systems, which often meant duplicate data-entry efforts and lost marketing opportunities. To strengthen its ability to attract fans and build loyalty, the company implemented Microsoft Dynamics CRM to gain a comprehensive view of ticket buyers and event attendees.