Siebel serves Lawn Tennis Association


Siebel serves Lawn Tennis Association

Antony Savvas

As it gears up to host this year’s Wimbledon tennis championship, the Lawn Tennis Association (LTA) has selected Siebel’s customer relationship management (CRM) system to help improve the running of its business.

The LTA is implementing Siebel CRM Professional Edition to help extend the appeal and success of British tennis from the grass roots to international championship level.

The software is being used by the governing body to create a single, comprehensive view of all the constituents associated with tennis in Great Britain, including LTA members, players, clubs, coaches and tournaments. 

The CRM solution is being used to manage a new player ranking system, which provides a clear indication of each player’s standing, as part of a bid to identify and nurture future British tennis talent. 

More than 4 million people play tennis at least once a year in Great Britain, although only 88,000 of these are registered LTA members, said Luke Varda, LTA head of IT.

He said, “Our goal is to grow tennis and the LTA membership by encouraging more people to participate in the sport, play more often and create better players at every level from junior to international tournament players.”

Varda said, “The Siebel solution creates a single, complete and multi-channel view of British tennis participants, allowing the LTA to become more responsive in making tennis fun, accessible, affordable and attractive to everyone, regardless of age or background.”

Prior to introducing Siebel the LTA relied on more than 20 electronic systems at its headquarters to manage relationships with LTA members, up to 5,000 qualified tennis coaches, 2,600 tennis clubs and more than 2,500 sanctioned tournaments that take place in Great Britain each year. 

The LTA also has 43 county offices, some of which use their own separate systems to manage similar, overlapping relationships.

The LTA has deployed Siebel to unify all this information across multiple channels.

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