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Manchester United's Customer Relationship Programme

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In an interview with Information Age magazine, Ben Hatton, Manchester United's director of business and development, explains why the club is investing in CRM software and what it hopes to achieve.

Before the project began in 2002, the club had information on only 900,000 of an estimated global fan base of 53 million. The quality of this data was mixed and was held on more than a dozen different databases. With the help of Dimension Data (DiData), the South African IT services company, and technical components from E.piphany and FirstLogic, the club is creating a data warehouse to store supporter information from numerous data feeds. It hopes to have records on almost 7 million fans within five years. The club will use the information to cross-sell and up-sell its growing portfolio of products.