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Toward the end of last year’s baseball season, the Boston Red Sox deployed parts of Green Beacon Solutions’ Sports Customer Relationship Management (CRM) app, which provides the sales team with promotions and marketing programs management.

The team deployed the app’s modules for premium sales, case management and patron history in quick succession. It wanted to address issues such as its ticket sales strategy.

“We wanted a better way to approach this, such as incorporating the various stats we had on our fans into the sales operation,” said Curran Raclin, senior operations analyst for the Red Sox.

Before the team adopted the CRM app, the Red Sox relied on its own homegrown databases based on Excel to track fans and their seating preferences.

“The CRM system gave us a better view of what we can book, when certain seats were available, and in terms of customer knowledge, who liked what,” said Raclin. “We no longer were relying on our gut for how well we were doing.”

The CRM app is based on Microsoft Dyanmics CRM, which offers solutions in sales, marketing, customer service, and extended CRM. It offers these solutions to numerous industries, including government, retail, education, media, and healthcare providers.

Microsoft (News - Alert) Dynamics CRM is also now available on mobile devices. The new Microsoft Dyanmics CRM Q2 2012 service update is supposed to enable cross browser and cross platform capability for its web client, including a cloud-based native mobile application that is compatible with Windows Phone 7, iPad, iPhone, Android (News - Alert) and BlackBerry mobile devices.

The system provides a clear vision into the inventory management module, which are the premium seating and event venues for the sales team. The system also provides the help of predictive analytics and better customer data in the system. With this, the sales team is able to develop promotions and marketing programs targeting specific customer groups according to their seating and game preferences.

The Red Sox are also aiming to install the app in more areas this season, such as fan services and family enterprises, which are non-game day events.

It’s also looking to upgrade the system as well as expanding it into more areas. “We are considering upgrading the analytics in the reporting side as well as the input side. That way we can maximize the amount of data that can be put in the CRM system,” Raclin explained, “and it will spit out better and cleaner reports for executive review.”