Do you know your customers? Are you doing all you can to capture, utilise and maintain your customer data? ESP Leisure explains the role of Customer Relationship Management.

The core of your Business is the Customer.Retaining your existing Customers and attracting new Customers is an important ingredient in achieving success. Understanding who your Customers are assists in the management of marketing campaigns and structuring of budgets across the estate.

Customer Relationship Management (CRM) is an avenue to managing your company’s interaction with current and future customers. It often entails using technology to organise, automate, and synchronise sales, marketing and customer service.

ESP Leisure provides powerful and effective Management Software solutions to many leading organisations and Clubs. With over 25 years at the forefront of the industry, the knowledge and experience to deliver tailor-made systems that are easy to use and represent excellent value for money, is why we are the preferred partner for many Local Authority Sports Facilities, Members Clubs,Universities, Leisure Trusts, Spas, Hotels and Golf Clubs.

ESP’s Elite Club Management System ensures that the client database retains necessary information within its administration module that is instantly accessible to staff in managing client profiles, historical,transactional and marketing information.The ability to target individual members and user-defined segments provides innovative means of staying in touch with your customers.

ESP’s Elite CRM and database management allows the following benefits:

  • Multiple address capture
  • Family and corporate record links of which the system easily identifies linked profiles, providing effective administration of family and corporate members
  • Document storage against specific records, whether they’re created within the system or created externally and imported, by which eliminates manual filing systems
  • Views of booking and attendance history, enables statistical analysis and provides the function to analyse by individuals or groups
  • Flexible customer searches, enables tailored marketing campaigns by defined segmentation to specific audiences
  • All record amendment data
  • Mail merge with MS-Word, easy to use integration allows you to produce personalised documents and mail shots

This is just a small part of what Elite encompasses, our solution has many elements including, Food & Beverage, Stock Control, Bookings, PMS, Spa Management, Access Control, Kiosk software as well as Table ordering solutions to online member services.

The list is endless....

Article published in Clubhouse Europe issue 7