Melbourne Cricket Ground

Founded in 1838, the Melbourne Cricket Club has grown into the biggest sporting club membership in Australia, with more than 103,000 members and a waitlist of over 230,000. The MCG itself hosts more than 90 days of cricket, football, concerts and major functions each year, drawing more than 2.5 million attendees.

Behind the scenes, the MCC had relied on manual processes to manage food & beverage and ticketing across its 130 corporate suites — processes that demanded significant staff resource and carried a real risk of error every time data had to move from one area to another.

EngageRM gave the MCC visibility over exactly which clients are purchasing food and beverage, allocating tickets only, or closing their suite for a given event — all from a single sales order that then automates the rest of the process. Clients manage their own pre-event food & beverage purchases and ticket allocation directly through the corporate portal, with automatic alerts sent if a purchase hasn't been completed ahead of an event they're attending.

Letting clients manage and reallocate their own tickets has removed a number of manual processes as well as the cost and delay of printing and distributing physical tickets. Built on the core Dynamics CRM platform, from stakeholder management through sales orders to invoicing and payment, the solution gives the MCC a genuinely future-proof foundation for its investment.

Staff, suite-holders and clients can now interact seamlessly, saving time and frustration on all sides — and other parts of the business can trust that the data behind these critical operations is accurate, comprehensive and current.