CRM vendor StayinFront has won a contract to deliver a new web-based CRM solution for the Australian Rugby Union (ARU).

The multi-phase project will support over 450,000 customers; providing self service access for over 150,000 rugby players, 100,000 newsletter subscribers, numerous fan clubs and other registered members. It will also provide a CRM capability for the ARU and State Unions.

The ARU is integrating a large number of databases and information silos with StayinFront products, including a CRM Web platform, analytics, eBusiness and marketing centre. The new solution aims to enable the Rugby organisation to improve its customer knowledge and relationships, provide better service to its customers, streamline administrative processes and deliver on the strategic objectives laid out in its five year plan.

Shane Harmon, general manager, marketing for the ARU, said the StayinFront solution offered superior value, functionality and flexibility, while demonstrating the capabilities and resources needed to meet the ARU's strict deadlines.

"We're making a substantial investment in CRM technology, with the expectation of achieving improved operational efficiencies, closer customer relationships and increased revenue through traditional and new streams," he said.

"We were impressed with StayinFront's technology and their commitment to partner with us in implementing the first phase of the new system within three months to meet our stakeholder deadlines. They will also train and certify our staff in their technology allowing us to maintain and develop the system in-house, while still retaining an upgrade path for future releases."

The new CRM solution will enable rugby players, supporters and members of the general public to make purchases, access information and respond to marketing offers via the Internet.

"We are excited to be partnering with the ARU on this strategic opportunity," said Eric Moore, sales director of StayinFront in Australia. "ARU's complex requirements, short time frames and desire to take control of the resulting system using internal IT resources played to StayinFront's strengths. There was intense competition between CRM application providers to be associated with the premier Australian Rugby brand. The flexibility of the StayinFront product ensured it emerged as the solution of choice, ahead of dedicated CRM providers to the sporting association industry."