CRM for punters, too

Now how often in the CRM world does someone promise to take care of the punters? UK racecourse operator Northern Racing, together with Eventmaster and Bull Information Systems, has promised to do just that with the rollout of a £1.2m billing, ticketing and marketing system.

The whole shebang is based on customer relationship management software, including Eventmaster ticketing software from Serendipity Interactive, installed by Bull with wired and wireless sales point infrastructures at Northern’s nine tracks. The system has been fully implemented at three rings and is designed to “address crowd control problems on race days and to prevent fraud by criminal gangs producing forged tickets and membership cards.”

Northern also sought a complete CRM platform to provide management with more control over the business, while retaining autonomous day-to-day racecourse operations for local managers. The platform promises to allow local targeted marketing campaigns for race meetings, among other goodies.