The England and Wales Cricket Board (ECB) is undergoing a major digital transformation project and has picked Advanced - previously Advanced Computer Software Group - to lead the project, with Microsoft Dynamics CRM at the heart of the plans.
"The digital transformation process aims to deliver detail around business intelligence by interrogating the data," said Damian Smith, head of IT at ECB.
"It is hoped the innovative way in which the Microsoft Dynamics CRM platform will be integrated into the ECB's current infrastructure will help to achieve this."
Smith explained how the ECB's main aim is to "drive participation in cricket".
It will take the form of a "phased approach", beginning with areas of greatest impact on customer experience, as well as necessary complexity. A "unified and seamless experience" will be top of the ECB's agenda, as well as intiatives to introduce membership and benefit schemes powered by a more connected CRM.
"By making sure everything is captured on the CRM platform, we have the opportunity to provide a seamless and connected experience for anyone who interacts with any aspect of cricket," Smith continued.
"Advanced is working with us to make CRM the digital face of our work, which will drive a connected cricket experience and help us realise our ambition to bring even more people into the game."
The ECB is seeing the Dynamics rollout and ensuing wider digital transformation project a "continuous process", which will be "driven by ongoing change and a desire to innovate".
"It will work with the Advanced team to find new ways of identifying and understanding new sources of information and introducing additional services and products to keep cricket at the leading edge of participation," reported Advanced.
Mark Dewell, MD of specialist solutions at Advanced, said the deal would help the ECB boost its efforts to increase uptake and involvement of cricket.
"We've talked about the value of the connected fan in personalising engagement with clubs, as well as the connected stadium in driving an enhanced experience and incremental revenues," he said.
"The work that the ECB is undertaking takes this vision a step further, putting data and analytics at the centre of its operations with every stakeholder, participant or fan. Our partnership will place CRM technology at the hub of its operations, ensuring that the ECB transforms cricket into a connected sport, with real-time data across all its processes, operations and touchpoints."
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