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Wigan Warriors lead the charge

Wigan Warriors, arguably the most successful club in Rugby League history, has selected a hosted CRM-based solution from leading Sports CRM partner m-hance Limited.

The solution, m-hance SHL360, is built on Microsoft Dynamics CRM and designed for professional sports clubs and associations. As existing Dynamics users, Wigan Warriors were searching for more than just another CRM solution. Deployment was also a key factor behind the decision-making process for the club. The flexibility of m-hance SHL360 means it can be deployed on-premise or in the cloud.

Driven by a need for added reliability and low set-up costs, Wigan Warriors were keen to utilise a managed service offering from m-hance.

Simon Collinson, Marketing Director of Wigan Warriors, commented:

For us, it was just as important to find a reputable Microsoft Gold Partner with hosting capabilities, as it was to upgrade our current CRM system to Microsoft Dynamics CRM 2015. We needed to eliminate the risk of loss of data and pass that responsibility on to a reliable partner and their data centre.

With Microsoft Dynamics CRM 2015 now available, Wigan Warriors were keen to use the new and innovative release as a platform for m-hance SHL360. The latest version of Dynamics CRM will be able to support the club with all things marketing; a single view of the relationship with each of Wigan Warriors’ supporters, sophisticated marketing campaign capability, e-marketing tools, and automated workflows. Improved Sales and Customer Service functionality will allow Marketing Director, Simon Collison, to enhance customer relationships.

Collinson continued:

Because organisations such as the RFU, FA, International Tennis Federation and Jockey Club are already with m-hance they were a straightforward choice for us. The initial outlay is fractional compared to on-premise offerings and a quick implementation, inclusive of maintenance and support, means we can concentrate on more strategic challenges.

A key challenge for the Super League club is consolidating data from third party systems such as Ticketmaster, Fortress, Netsuite Retail and Wigan TV (the club’s online streaming service). m-hance’s integration suite reduces complexity while increasing resilience and makes all data accessible in SHL360 through robust data interchange controls. The same solution performs tight data deduplication and validation processes.

Collinson noted:

With 130,000 supporters, the amount of data we had to try to manipulate from different providers made it very hard to draw out meaningful information about our customer base. Now this has been integrated by m-hance, personalised offers can be communicated effectively. m-hance’s experience with Sports and Leisure integrations positioned them well for this aspect of the project.

Ultimately, providing greater insight into customers’ interactions with the club means Wigan Warriors can bring data to life analytics, data segmentation and match-by-match or merchandise sales metrics. Simon and his team can now focus on increasing supporter engagement and utilising capacity for additional events throughout the year.
Commenting on the project, Steve Driscoll, CEO at m-hance said:

We are delighted to be working with such a prestigious Super League club and are really looking forward to seeing the benefits that can be achieved for Wigan Warriors with our innovative SHL360 solution. We look forward to a long, successful relationship with the club.

About Wigan Warriors

Wigan Warriors Rugby League Football Club is one of the most famous and successful sports clubs in the world. The club has grown from humble beginnings into one of the giants of British sport. With the biggest fan base in the country, the magnificent DW Stadium, world-class training facilities and backing from some of Europe’s most successful businesses, Wigan Warriors are truly a Club in the ascendancy. The Warriors also have a ground-breaking community development department, which touches the lives of over 30,000 individuals per year throughout Wigan and the surrounding areas. For further information, go to:

About m-hance

m-hance are a Microsoft Gold partner with over 20 years of experience in delivering value through Microsoft Dynamics solutions to over 800 direct customers from their offices in the UK, Ireland, India and the US. As a Microsoft Development Partner, they further ‘m-hance’ Microsoft solutions through approved integrated software solutions that recognise and meet individual business needs within their chosen markets.
For more information, go to: