San Fransico Case Study

The San Francisco Giants

A CRM Case Analysis

Summary

San Francisco Giants are the major League Baseball team based in San Francisco, California, playing in the National league west division. Dan Quill manages IT department.

The giants sales force is divided into three department:

Downstairs Group : renewal group works with existing customer (retaining the customer).

Upstairs Group: deals with new customer accounts.

Sponsorship group

In 2001 giants launches it first CRM System called “Pandesic” this system was used by both sales groups . Which gathered customer data such as e mail address etc. After introducing this system there was 80 % increase in account holder with an advantage of reselling their tickets.

Which was called as double play ticket window which increased valid email id participate eliminating the fake id. But th company couldn’t manipulate the customer data so this system was a failure.

So they introduced “Profiler 1” for renewal group to reduce cost ,this was designed to gather information to increases the productivity. But they faced problems that few salespersons were not utilizing the system as expected instead they were doing it manually. In this giants also implemented Campaign which was a subset of people who had particular needs and were targeted by renewal group with specific offer. Adding this campaign helped the sales people to prioritize the call list. This system helped them to gain experience of the system and they started demanded more form the system they it was designed for as it had its limitation.

Profiler 2 was better system then P1 it had text mining which allows the system to search the customer on particular words or phrases. Dan wanted the representative to use the system efficiently so he introduced incentives which helped the group to fully utilize the system and it was a success. But there were technical limitations for example speeding within the email which was limiting the representative performances and...