From Data Chaos to Fan Delight: Club Brugge’s Fan Support Transformation

Challenge

The support team at Club Brugge, led by Fan Relations Manager Lotte Denoo, faced a significant challenge: fragmented fan data spread across multiple systems. Each support ticket required navigating various platforms — from ticketing and merchandise to food and beverage and loyalty programs. This disjointed approach slowed down response times and hindered the team’s ability to gain insights and identify opportunities in fan interactions. As a result, the support team spent more time searching for information than assisting fans, which led to frustration on both sides of the conversation.

Solution

Instead of following the traditional path of lengthy requirement gathering and documentation, we took an innovative approach.

We started by creating a prototype of the ideal solution. This single interface would bring together all fan data in real time. This prototype became our North Star, allowing all stakeholders to visualize the end goal and see the benefits immediately. We built the system iteratively, starting with basic profile information and progressively adding more existing data sources and functionality. The result was a central data hub with a custom-built service center that unified all fan interactions in one intuitive interface.

This tailored approach is best illustrated through real-life examples.

For instance, a fan complained about not receiving loyalty cashback for drinks purchased during a match. With the new service center interface, support staff quickly identified that the fan’s friend made the purchases — information that would have been hard to track in disconnected systems.

We developed a robust solution on AWS using modern technologies like MariaDB, Node.js, and React. This approach ensures the system is effective today and ready for future innovations, including AI integration. The solution operates on Club Brugge’s infrastructure, allowing them to control their data completely. 

Our Teams as a Service model enabled us to collaborate directly with Club Brugge’s data team on the same shared code, ensuring long-term support and quality without the risk of vendor lock-in.

While traditional CDP platforms promise quick implementation, they often must catch up in addressing specific business needs and integration requirements. Our customized solution offers several key advantages:

Complete Data Control

• All data is stored within Club Brugge’s infrastructure.
• There is no reliance on the availability of external systems.
• Full control over privacy and security is maintained.

Flexible Evolution

• New features can be added based on actual needs.
• AI capabilities can be seamlessly integrated.
• There is no dependence on SaaS vendor roadmaps.
  

Cost-Effective Scaling

• Pay only for development, not for per-user fees.
• There are no ongoing SaaS subscription costs.
• Return on investment (ROI) improves over time.

Result

The new service center has an immediate and significant impact. Support staff can access all fan information in one place, resulting in faster response times and improved support quality. With complete interaction histories available, staff can provide more personalized responses and proactively address potential issues before they become problems.

If your organization deals with multiple data sources or interacts with customers across various platforms, insights from Club Brugge’s experience can be valuable.

• See the data hub as the foundation for writing new business applications.
• End-goal prototypes can help you envision the solution and gain buy-in from all stakeholders.
• Custom software development can lead to a quick time to market.
• Invest in a core data team, supported by an external team of experts.

Disclaimer

This article has been optimized for clarity through the use of GenAI tools.