Electronic Fan Relationship Management

The ageing population is becoming a major concern in Hong Kong. According to population projections by the Census and Statistics Department [ 1 ], the number of people aged 65 and over will increase significantly from 1. The Third Quarter Economic Report [ 3 ] noted that: This 'silver hair market' provides new business opportunities for many industries, such as financial services, tourism, care services, fitness and grooming, and health food products.

Customer relationship management CRM is the strategic use of information technology and people to manage customers' relationships with companies marketing, sales, services and support across the whole customer life cycle [ 4 ].

Existing CRM technologies include databases, software such as analysis and website development tools and security features [ 5 ]. Researchers [ 6 — 8 ] have noted how recent innovative technology developments such as big data, mobile business and devices, cloud computing, search engines, online retail platforms, social media and networks have further modified the CRM model and enhanced its capability to build relationships and loyalty with target customers [ 9 ].

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The purpose of this research is to study how innovative CRM technologies can be used to explore the business opportunities presented by the ageing population and provide better service to this population. An initial framework is developed by extensive literature review. The final framework is further supported and finalised by in-depth interviews with industry practitioners and academics. Content analysis is used to analyse the collected data. The results provide evidence that innovative technology such as big data, mobile business and devices, social media and networks, and online retail platforms can reveal the business opportunities of the ageing population and provide better service to this segment.

For example, the use of big data can provide a better understanding of the needs of the 'silver hair market' and the mobile business and online retail platforms can ease their purchasing processes. The research findings can be applied across a range of industries to improve CRM for the ageing population. National Center for Biotechnology Information , U. Published online Nov Author information Article notes Copyright and License information Disclaimer. Paul Tak-wing Tsui, Email: This article is published under license to BioMed Central Ltd.

Background The ageing population is becoming a major concern in Hong Kong. Methods An initial framework is developed by extensive literature review.

Results The results provide evidence that innovative technology such as big data, mobile business and devices, social media and networks, and online retail platforms can reveal the business opportunities of the ageing population and provide better service to this segment. Conclusions The research findings can be applied across a range of industries to improve CRM for the ageing population.

The company also had a track record of satisfying major clients, such as Ticketmaster and the office supply retail chain staples. The NFL drew up a three-year plan with e-Dialog to use link-filled, weekly e-mail newsletters to foster relationships between the league and its fans.

Though many companies approach the project with rigid, structured objectives and do-or-die target dates, the NFL decided on a looser, more free-flowing attitude.

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Both the league and e-Dialog say the campaign is a popular one: When the first e-mail newsletter went out in late , about , fans had signed up. This year, that number is about 1.

After collaboration and brainstorming sessions, the two sides decided that e-mail newsletters would be divided into three sections and would follow a specific format each week to help foster familiarity. The first section would contain three to five links to the latest news and features about each fan's favorite team. Stories would contain everything from draft picks and training camp updates to mid-season alerts and post-season wrap-ups. The second section would showcase the league's merchandise, and the last section would contain general information about the league, along with links to new interactive features on the hub site.

The start-to-finish process, from when the NFL green-lighted the first newsletter to when it arrived in subscribers' e-mail boxes, took only about three weeks, according to Jim McNulty, director of public relations for e-Dialog.

McNulty says that both sides had their own tasks and responsibilities to streamline the process. Executives at the NFL established a clear chain of command, opening lines of communication that connected the league's in-house staff of 10 new-media employees with the geographically scattered writers for each of the NFL's 31 soon to be 32 teams.

Writers gathered information and sent it to the league's New York headquarters, where staffers entered it into e-Dialog's campaign-builder interface. League employees in charge of the process spent between one and two hours familiarizing themselves with the system, McNulty says. For e-Dialog, this time was spent on technical tweaking, creating newsletter templates, developing transfer and integration protocols and exploring the information collection process, McNulty says.

Background

Then, once the first newsletter was ready, the league invited fans to sign up for it at www. Kamer says the league didn't need to ask subscribers about their preferences for different e-mail formats because e-Dialog uses a proprietary technology to "sniff out" each fan's capability to view HTML graphics in their e-mail.

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To track reader clicking habits, the league uses e-Dialog's URLRedirect technology, which tracks click-through rates for links in the e-mail newsletter by giving them special URL codes that pass readers through an invisible electronic turnstile on their way from the newsletter to the NFL site. Tracking results are then viewed, in real time, via e-Dialog's e-mail management interface, EMMIT, a front end, customizable solution that handles data, content and reporting functions.