CASE STUDY

A new digital age dawns at Sydney’s home of sport The SCG’s new membership portal is revolutionising one of the world’s most famous sporting venues CASE STUDY A new digital age dawns at Sydney’s home of sport

Business Goal Project and Results

The Sydney Cricket and Sports Ground Avanade’s previous experience and proven Overall, the new solution has proven Trust is responsible for managing two of success through similar projects with the to be easier to use, saves significant Australia’s most famous sports venues – the MCC and Cricket Australia made them the time through multiple integrations and Sydney Cricket Ground and Allianz right choice for the project. The team automation of dozens of manual Stadium. worked seamlessly with the internal SCG processes. The end result is an improved project team as they worked toward the member experience and provides Together these two grounds form a central project goals of membership satisfaction; employees with the opportunity to focus sports precinct of international standing and membership revenue uplift from new on higher value touchpoints with their that includes a sports museum, Member memberships and renewals. customers. fitness centre and club facilities. They host nearly 100 sports and entertainment events Utilising a fully cloud-based implementation "There are more than 19,000 and attract close to 2 million visitors each of Microsoft’s Dynamics 365 – SCG would members of the SCG Trust and year. see immediate operation results from one consolidated platform. The new solution thanks to the expertise of the The SCG Trust and its marketing and has resulted in learning new but improved Avanade team throughout the membership team realised their system of operational processes, and the team CRM project, we are now able to client engagement, which had been expects to see hundreds, if not thousands, customise our service to them in place for many years required an update of hours saved annually. better than ever," Coles added. to a modern digital platform. "The ongoing development of the "This new centralised CRM will streamline The introduction of a new CRM portal processes of the sales and membership CRM is vital to improved customer has provided existing members with a teams and ultimately benefit every SCG experience, increased revenue digital platform that has improved the Trust department that has the opportunities and streamlined experience and ease of use and engaged responsibility of managing relationships working processes. The new CRM new prospective members with a simpler with Members or corporate clients,” said membership application process. Jane Coles, General Manager Membership, system is one of the most Marketing & ICT at the SCG Trust. “The significant upgrades in the SCG quality of customer interactions that can Trust’s recent digital be achieved will be vastly improved with transformation, revolutionising the new CRM and in turn improve our how we interact with our large customer experience for staff, Members, corporates and stakeholders." and engaged membership base."

Jane Coles | General Manager – Membership, Marketing & ICT

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