CRM technology is getting interest from more than just sports teams. Second-tier vendors, such as AIM Technologies and EDCS, specialize in small businesses, vertical markets, or niches, Wingfield says. The CRM market encompasses just about any software or hardware that helps companies automate and integrate customer and prospect interaction. The technology's goal is to help companies recruit new customers and keep profitable ones by understanding their preferences and, as a result, provide superior customer service, Wingfield says. CRM applications include sales-force automation, contact management, telemarketing, lead generation, advertising campaign management, and customer service.
Fans can check into a kiosk each time they go to a game.
The programs function like frequent-flier cards for fans. Besides serving as a way to get fans to come to games more often, the cards provide a means to collect fan information. When fans sign up for either program, they have to fill out a form asking for their addresses, incomes, family configurations, and other basic personal information. It then shows fans two or three ads before providing the rewards coupons. The AIM and EDCS business models differ in other ways.