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The German Football League (DFB) is Running Better

It’s a challenge many companies, no matter what type, face in today’s fast-paced technologically advanced world – too much data in too many places and void of a process for streamlining and centralizing the information for accessibility across business functions. Like many companies, some don’t even realize they have this challenge until they start digging deeper into the route of some of their topical issue.

The DFB, the German National Football association, which is the governing body for football in Germany is headquartered in Frankfurt and the world’s biggest sports federation with about 6.8 million members and employs a workforce of over 200 people.

They faced this challenge.

During an analysis of their business operations, DFB understood that they wanted their departments to run better through improved communications internally and externally, and they knew they needed to find a solution provider.

After conducting an internal analysis, originally focused on replacing their ticketing software, the DFB technical team noticed a fragmentation of customer data leading to internal confusion. Unfortunately, this lead to an inefficient CRM system and was apparent on the customer side when customers encounters issues with tickets and faced a wealth of hurdles to arrive at a resolution.

The DFB analyzed their customer relationship management (CRM) system and noted how much time it was taking since many processes was manual and they used spreadsheets, which stifled the flow of information to other departments. There were also “too many cooks in the kitchen” and their external service providers was numerous causing some confusion and lack of direction.

The DFB set out to solve the problem and the first focus was to find a solution provider who would become more than just a provider, but a partner, which offered affordable, quickly deployed, and scalable solutions. That provider was SAP.

As the dedicated SAP services team evaluated the situation, they proposed a rapid deployment solution (RDS) that was pre-configured with an element of customization. This prepackaged solution was affordable and easily deployed.  The CRM system was the first solution implemented and it helped the selling process, post-sale exchange, and any other updates to be aggregated and form a complete profile for customers – a profile that is accessible across functions (say goodbye to hurdles and information detours).

DFB also launched a geographically based campaign a campaign that targeted a specific group of fans, made possibly by their new CRM capabilities. For the first time, DFB had a brand new dialogue with fans and the ability to better service fans.

The DFB is running better. They are excited about the future of their enhanced technology and continuing to work with SAP’s dedicated project team who is moving the process along.

When deploying new software solutions and using RDS, DFB offers this advice: Be prepared and have the capacity, communicate to all stakeholders on updates about the projects, celebrate quick wins to show the success and that will motivate employees, and have the right people around to get the job done.

Watch the full interview with DFB-Wirtschaftsdienste.

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