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Dragons Team up with ThinkBooker to Increase & Drive Efficiency


Online booking specialist, thinkBooker has been appointed by Welsh rugby region, Dragons to develop an online booking and bespoke CRM system, as it seeks to improve internal processes and efficiency whilst also boosting commercial revenue

In March 2017, the Newport Gwent Dragons were acquired by the Welsh Rugby Union who assumed overall operational control of the region and rebranded it as ‘Dragons’.  The deal also included the purchase of the nine-acre Rodney Parade rugby ground, in Newport, which has since received investment in the form of a hybrid pitch and improvements to the stadium’s facilities.  Founder and former Chief Executive of Just Eat, David Buttress was appointed as Chairman in September of last year and a new Managing Director and board has since been appointed with a remit of delivering success both on and off the field.

Cardiff-based, thinkBooker will be working with the Conference & Events team at Rodney Parade to develop an internal booking system, which will allow Dragons staff to book the facilities for customers online, accommodating events such as meetings, conferences, weddings, parties and match-day hospitality.

An online diary view will provide full visibility of what facilities are booked and available at any one time as well as providing the Conference & Events team with a range of back-end tools which will reduce reliance on email and telephone calls as well as reducing admin tasks, many of which are currently carried out manually.

In tandem with the new booking system, thinkBooker will also be developing a bespoke CRM system. This will allow a high level of account management for existing customers and sponsors and to maximise commercial revenues by targeting potential new ones.  The system will record the full booking history for each customer, and the full entitlements and rights of each sponsor, while also recording any communication with customers and sponsors.  The Dragons will be able to segment the database, allowing them to issue specific and relevant communication to each contact. This will also enable the Dragons to produce regular reports and provide management information in real-time through an Executive Dashboard.

Gareth Rees Jones, managing director of thinkBooker said;

“More and more of the online booking systems that we deliver have a major CRM element to them as companies realise the value of not only making the process of online booking easier for customers and staff, but also the potential of improving customer service, sales and marketing through effective recording, analysis and use of data.

“The team at the Dragons have specific booking and CRM requirements which we are able to accommodate through the flexibility of both our thinkCRM and thinkBooker solutions.  By being able to provide a fully bespoke system that is integrated into a single platform, the Dragons will be able to save time by improving operational efficiency, increase revenue through a more targeted approach to sales and marketing and deliver a better level of service to their existing customers and sponsors.”

A product of web development and technology company, UpriseVSI, thinkBooker won ‘Best Emerging Technology’ at the Wales Online Digital Awards in 2017.  The system is used by several leading sporting organisations including the Welsh Rugby Union, Jacksonville Jaguars and Football Association of Wales Trust.  The thinkBooker system is also used extensively in other sectors and was recently appointed to deliver a personal shopper and staff scheduling system for global, luxury online retailer, Farfetch.  It is also used by the likes of the Aston Martin Owners Club, Cardiff Airport and London Meeting Rooms.