Football fans closer to clubs thanks to technology

Even before the pandemic, digital technologies helped clubs transform the fan experience anywhere in the world and strengthen their brand in countries where interest in football was growing. Today, in the context of social distancing, these challenges have become a priority. Clubs must properly scale their business functions while creating efficient communication channels and allowing for personalized support for fans and enabling interaction with the club.

 Digital transformation is changing fan engagement strategies and the development of communication for clubs around the world. An example is an Italian team Inter Milan FC, which, based on each fan's interaction history, was able to build a club's contact center established on each person's 360-degree profile. Thanks to this, customer service could be individually tailored to the expectations of each of them. FC Schalke 04, based in Germany, has developed an advanced system of digital and social channels to engage and inspire its fans. From sharing real-time news on Twitter to Snapchat coverage and Periscope live streaming, to Schalke's own app, allowing thousands of fans to receive instant club news and contest notifications. All activities are an integral part of a wider campaign to increase the number of member registrations.

“In the absence of matches and corporate events, the flexibility that cloud-based platforms offer to soccer clubs, for example, to run digital campaigns, monitor and analyze information, is essential to maximize brand performance and the experience of customers and fans. Data is not only about automating the sending of e-mails and push notifications, it is also about ensuring accuracy and consistency in communication. Such personalized tools will revolutionize the experience of fans, as well as increase the clubs' potential to generate revenues,” Krzysztof Augustynowicz, regional director at Salesforce, commented.

(WBJ)