Manchester City teams up with Qualtrics for fan experience management

Current English Premier League champions Manchester City are teaming up with on-line survey firm Qualtrics to faucet into suggestions from followers to boost their matchday experience.

Manchester City, which is without doubt one of the 11 golf equipment that make up the City Football Group which additionally contains New York City FC and Melbourne City FC, has had a long-term business relationship with SAP, which acquired Qualtrics for $8bn in 2018 and partially divested it in 2020 within the form of an IPO. SAP retains a majority shareholding in Qualtrics.

The City Football Group was established in May 2013 and owns football-related companies in main cities world wide, together with soccer golf equipment, academies, technical help and advertising firms. Its majority proprietor is the Abu Dhabi United Group (ADUG).

The group and its golf equipment have been utilizing SAP’s know-how for their enterprise operations, to work together with followers and to enhance participant acquisition and efficiency since 2015.

In 2016, Manchester City unveiled an interactive digital fan wall, constructed on SAP’s Hana Cloud Platform. The objective of the wall, positioned on the membership’s Etihad Stadium, was mentioned, at the moment, to be a manner of higher partaking followers.

City has now introduced a brand new deal with Qualtrics, which types itself as “the leader and creator of the experience management (XM) category”, and which can make Qualtrics the membership’s official experience management companion.

“As a club, we are continually working to improve our matchday offering for fans both in-stadium and across our digital platforms for those following across the globe,” mentioned Stephan Cieplik, senior vice-president of world partnerships gross sales at City Football Group. “Through this new partnership with Qualtrics, we will be able to use industry-leading software to gather valuable feedback and insight from those at the heart of our club to help shape future decisions around matchdays.”

The Qualtrics software program permits organisations to hearken to and analyse buyer and worker suggestions, then take motion to enhance experiences in actual time. 

The soccer membership plans to make use of Qualtrics to enhance City followers’ experiences round matchdays, encompassing how they work together with the purchasing, consuming and ingesting amenities the membership has to supply. It guarantees decision-makers on the membership real-time fan information that gives insights that may shaper future strategic planning.

City can be seeking to “enhance the digital experience for Cityzens across the globe”. This has added significance for a membership that lacks the demonstrable historic international model id of golf equipment resembling Manchester United, Liverpool and even Scottish membership Celtic, the primary British side to capture the European Cup that presently eludes Pep Guardiola’s Manchester City.

“With Qualtrics, Manchester City can listen to and understand fan feedback in real time and take action to improve matchday experiences,” mentioned Brad Anderson, Qualtrics president of services and products. “But fan experience isn’t limited to the stadium – the digital and at-home fan experience is just as important, and Qualtrics helps Manchester City to deliver a personalised experience to fans wherever they are.”