Club Brugge hits the back of the net with VIP hospitality digitisation

As a result of social distancing, sports and event organisations were caught in the eye of the storm. And yet, some have used the lockdown as an opportunity to equip themselves better for the future. Among them, Club Brugge who implemented the IT platform of iXpole for the management of VIP hospitality and sponsorship. With three goals: to align all services and processes involved, provide a first-class experience to business customers and their guests, and increase return.

A visit to the Jan Breydel stadium as a VIP is always an experience. Club Brugge rolls out the red carpet for its corporate clients and their relations with the ultimate in hospitality. This requires coordination between many internal and external departments: from sales to ticket management, catering, VIP desk, security, invoicing, finance etc. So, the bar is high for all these processes.

Due to the coronavirus, this may be an even bigger challenge now. Customer experience has become even more crucial. VIP hospitality can strengthen the personal contact and relationship of trust with the customer.

Broad standard functionality
Club Brugge wasn’t able to get all aspects of the story under control using a traditional CRM system. Enter iXpole. One central platform manages all hospitality processes and data. Fragmented systems and management by spreadsheets are a thing of the past. Including related errors and the time-consuming checking and correction work. When you close a contract or amend your data, all departments involved are automatically informed. Customers even have a personalised VIP portal. The result? A trouble-free service – much to every VIP’s joy on match day.

‘iXpole had been on our radar for a while,’ says Bob Madou, Chief Business Officer at Club Brugge. ‘The plans for the new stadium really got the ball rolling. The VIP capacity will be extended considerably. Our processes have to be perfect before we start that adventure. So, this was the perfect season to team up with iXpole.’

The kick-off meeting of the project happened face-to-face. Then the coronavirus broke out. All subsequent meetings and workshops were held digitally. Successfully so: phase one of go-live was completed at the end of May. Bring on the first match in August!

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About Luc

Luc is Business Development Manager at iXpole. Luc is on the constant lookout for ways to grow the iXpole community. This means of course a lot of evangelisation with sports clubs, fixed venue event operators and other potential users of the platform. Aside from that Luc also forges strategic partnerships of all kinds and looks after our marketing and communication.

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