On Sunday 8^th of February at Microsoft’s offices in Dubai the Qatar Stars League (QSL) presented their integrated customer relations management (CRM), ticketing and loyalty system to a group of invited companies from the region’s leading sport and leisure attractions.

Microsoft’s gold partners Dot.Cy and Green4solutions did presentations on Dynamics CRM and their custom made modules in loyalty and ticketing, after which the QSL’s Ian Riddoch,  Acting Director of Sales was tasked with presenting his case study, explaining how it has worked and benefitted the QSL and its fans.  The Qatar Stars League has been using a Microsoft Dynamics CRM platform for three years and was chosen as a best practice example to highlight the successes that can be achieved.

Mr. Riddoch stressed the importance of having an integrated approach and stated that customer relations management is more than just software and that it was part of a broader business philosophy.

“The CRM system doesn’t work in isolation.  There has to be an over-arching aim or policy to truly get the most form this software.  If you know your customers predilections better then you can communicate with them more effectively, create better products and provide better platforms for them to buy those products and have them delivered.  At the  Qatar Stars League we used the CRM, ticketing and loyalty modules to create integrated solutions that allow our fans to buy tickets online, receive their tickets via email, sms or in a hard copy format, earn loyalty points and receive personalised communications.  We were the first football league in the world to provide this service.” said Mr. Riddoch.

There were 15 different organizations present at the gathering, such as Zayed Sports City, Yas Marina Circuit, Ferrari World, and the Louvre Abu Dhabi etc.  These world class venues were very interested to see just how the Qatar Stars League had implemented its CRM, ticketing and loyalty programme and asked plenty of questions during the 45 minute presentation.

The event was organized by Microsoft’s partner sales manager Maureen Mansour Khouri.