Mujahid Harris joins the organisation next week and becomes the RFU’s first ever head of CRM; she will report to commercial director Sophie Goldschmidt.
The RFU already has a loyalty scheme, the England Rugby Supporters Club (ERSC), which provides its members with England international ticket ballots, priority booking periods and exclusive discounts.
In addition, members receive exclusive England Rugby gifts plus unique member benefits and offers throughout the year, including competitions to watch the England team train and meet the players.
It is understood that IBM is already in the process of developing an advanced CRM platform.
Goldschmidt said the new head of CRM would be responsible for ensuring the RFU better manages the data it gets from rugby fans coming on match days, buying kits, and visiting the website.
Conceding that the RFU has not managed its data effectively in the past, Goldschmidt said the appointment of the head of CRM would allow it communicate with a broader spread of people, and would be “quite transformational for us.”
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