Case Study: Lawn Tennis Association boosts tennis awareness and member engagement with Oracle Siebel CRM

Lawn Tennis Association Boosts Tennis Awareness Through Mobile Customer Relationship Management

The Lawn Tennis Association (LTA), Great Britain’s national governing body for tennis with over 500,000 members, needed a way for staff to build stronger relationships with clubs and members, improve data quality in the field, and connect customer records to marketing and reporting systems. Their challenges included providing reliable mobile access to customer records during club and school visits, integrating CRM with the LTA website and business intelligence tools, and streamlining staff workflows to support tailored initiatives that encourage more people to play tennis.

The LTA implemented Oracle Siebel CRM as its customer‑experience backbone and deployed Customer Systems’ OnTheMove mobile front end, integrated with Oracle Business Intelligence and the LTA website. The mobile solution—working even over weak GPRS—eliminated VPN dial‑ins, removed the need to print records, and allowed real‑time onsite updates (including during Wimbledon). As a result, field staff became more efficient, data accuracy improved, targeted marketing and programs (like Cardio Tennis) were better supported, and the LTA gained clearer visibility into the most active clubs to drive participation.

Lawn Tennis Association

Will Solomon

Head of Technology