Sydney Cricket & Sports Ground Trust revolutionises member experiences

Business Situation

The Sydney Cricket and Sports Ground Trust is responsible for managing two of Australia’s most famous sports venues – the Sydney Cricket Ground and Allianz Stadium.

Together these two grounds form a central sports precinct of international standing that includes a sports museum, Member fitness centre and club facilities. They host nearly 100 sports and entertainment events and attract close to two million visitors each year.

The SCG Trust and its marketing and membership team realised their system of client engagement, which had been in place for many years required an update to a modern digital platform.

The introduction of a new CRM portal has provided existing members with a digital platform that has improved the experience and ease of use and engaged new prospective members with a simpler membership application process.

“There are more than 19,000 members of the SCG Trust and thanks to the expertise of the Avanade team throughout the CRM project, we are now able to customise our service to them better than ever. The ongoing development of the CRM is vital to improved customer experience, increased revenue opportunities and streamlined working processes. The new CRM system is one of the most significant upgrades in the SCG Trust’s recent digital transformation, revolutionising how we interact with our large and engaged membership base.“

JANE COLES General Manager – Membership, Marketing & ICT, Sydney Cricket Sports Ground Trust


Avanade’s previous experience and proven success through similar projects with the MCC and Cricket Australia made them the right choice for the project. The team worked seamlessly with the internal SCG project team as they worked toward the project goals of membership satisfaction; and membership revenue uplift from new memberships and renewals.


Utilising a fully cloud-based implementation of Microsoft’s Dynamics 365 – SCG would see immediate operation results from one consolidated platform. The new solution has resulted in learning new but improved operational processes, and the team expects to see hundreds, if not thousands, of hours saved annually.

“This new centralised CRM will streamline processes of the sales and membership teams and ultimately benefit every SCG Trust department that has the responsibility of managing relationships with Members or corporate clients,” said Jane Coles, General Manager – Membership, Marketing & ICT at the SCG Trust. “The quality of customer interactions that can be achieved will be vastly improved with the new CRM and in turn improve our customer experience for staff, Members, corporates and stakeholders.”

Overall, the new solution has proven to be easier to use, saves significant time through multiple integrations and automation of dozens of manual processes. The end result is an improved member experience and provides employees with the opportunity to focus on higher value touchpoints with their customers.

Sydney Cricket & Sports Ground Trust

Sydney Cricket & Sports Ground Trust case study.

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