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Australian Rugby Union CFO tackles fans with CRM deployment

Hamish Barwick | April 16, 2013
Getting fans to buy tickets for rugby union tours, such as the upcoming British Lions tour, has been made easier for the Australian Rugby Union (ARU) thanks to its customer relationship management (CRM) system.

According to Day, Dynamics AX gives the ARU greater control over how the business commits to expenditure and how it processes information.

"No longer is the business relying on finance to produce a report and spit it out 15 days after the month has ended," he says.

"The business can go into the system on a real-time basis, see what has been processed and see how they are lining up against budgets. That's where I see technology has played a big part."

Day says CFOs need to "embrace and understand" technology. From his perspective, the ARU develops professional players and runs events which connect fans with corporate sponsors. Those sponsors want to see a return on their investment and their questions are more stringent than they used to be," he says.

"We need to prove that if the sponsors are investing money, they are reaching the intended audience. We do that by working in the digital world."


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