England and Wales Cricket Board to deploy Microsoft Dynamics to increase participation in cricket



The England and Wales Cricket Board (ECB), the national governing body for cricket is planning to implement Microsoft Dynamics CRM project as part of its new digital transformation process. The digital upgrade is designed to help ECB better connect with recreational players, coaches, umpires and volunteers as well as broaden interest in domestic and international cricket.

Damian Smith, Head of IT at ECB, comments: “Our raison d’etre is to drive participation in cricket. By making sure everything is captured on the CRM platform, we have the opportunity to provide a seamless and connected experience for anyone who interacts with any aspect of cricket. Advanced is working with us to make CRM the digital face of our work, which will drive a connected cricket experience and help us realise our ambition to bring even more people into the game.”

“The digital transformation process aims to deliver detail around business intelligence (BI) by interrogating the data. It is hoped the innovative way in which the Microsoft CRM Dynamics platform will be integrated into the ECB’s current infrastructure will help to achieve this.”

The project will be implemented in a phased approach, prioritised firstly by those areas which will have the greatest impact on customer experience, as well as by level of complexity. It will also increase productivity and effectiveness within the ECB team, by providing them with the tools to focus value-adddd activities to drive participation.

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