2 Pro Teams Choose Onyx, Solonis for CRM

The owner of the Phoenix Suns and the Arizona Diamondbacks has selected Onyx and Solonis Inc. to provide customer relationship management services to help drive sales and increase revenue.

Products and services consultant Solonis, Minneapolis, provides the Suns and the Diamondbacks with technical expertise and enterprisewide services. It brings Onyx to the table because of its experience in professional sports.

The group of investors that owns the Diamondbacks is headed by Phoenix Suns owner Jerry Colangelo.

Onyx will provide the teams with targeted marketing efforts that strengthen loyalty, as it has done for similar customers, including the Portland Trail Blazers, Anaheim Angels, Anaheim Mighty Ducks, Seattle Seahawks and Seattle Mariners.

“Onyx is a proven platform designed to help professional sports franchises build relationships with their customer base — the fans,” said Bill Bolt, the Suns' and Diamondbacks' vice president of information systems.

“Creating a consolidated view of our customers, allowing multiple channels of communication and having the ability to track the effectiveness of certain campaigns are extremely valuable functions that give us a competitive advantage and enable us to continually refine our strategy,” he said. “This should translate into a wonderful overall entertainment experience for all fans.”

The Suns and the Diamondbacks will use Onyx to automate marketing campaigns to its season ticket holders. From special event promotions to exclusive offers, Onyx portal products provide the Suns' marketing and sales groups with a complete view of its customers, allowing them to focus marketing initiatives on their highest-value consumers.

Both teams will employ Onyx's Web-based flagship portal product, Onyx Employee Portal, to automate sales tracking and leads, execute targeted marketing campaigns, track marketing inventory and literature fulfillment and manage sponsorships. Onyx also will provide support for detailed customer analysis and reporting. Through the Onyx Customer Portal, the teams will offer Web-based customer service and Web self-service, as well as personalized, Web-based marketing.

“The competition for customer mind share and wallet share is being fiercely fought in today's entertainment marketplace,” said Brent Frei, president/CEO of Onyx. “Not surprisingly, the winners in this battle are the ones best equipped to pinpoint marketing activities and maximize interactions with customers and sponsors.”

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