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Microsoft CRM Live at United Center - Home of the Chicago Bulls and Chicago Blackhawks

After vetting over 10 CRM providers for a system, Chicago’s United Center selected a Microsoft Dynamics CRM solution delivered by Sonoma Partners. Sonoma Partners is a leading provider of MS Dynamics CRM within the US, and this latest coup represents the fourth phase of a CRM project for the sports arena that hosts the Chicago Bulls and the Chicago Blackhawks.

The first phase began in 2008, when Sonoma deployed MS Dynamics CRM to the United Center’s Prospecting and Premium Seating departments (where it replaced several Goldmine products). The United Center sought xRM deployments, as they wanted to consolidate their multiple and disparate sales systems. They considered MS Dynamics was the best for the job because it allows users to reuse and update existing components between organizations, and therefore provides a cost-effective and time-efficient procedure. The Bulls and the Blackhawks were both reportedly looking to put forth an aggressive call-center effort—another area in which MS Dynamics came out in front.

Robert Gorman, Director of Information Systems at the United Center, says they chose Microsoft Dynamics CRM for its scalability, as well as its automated workflows and integration with Office, SharePoint 2007, and other vertical market apps. Within the Prospecting and Seating departments, some 30 sales representatives will use the platform to manage customer and prospect lists, track inventory data, manage contracts, and follow up on activities. This CRM system will also be extended to the Corporate Sponsorship and Marketing departments to manage various advertising campaigns, from concourse signs to radio spots.

The next step will be to integrate the Levy dining and catering businesses within the arena, as well as the Community Relations department.