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The Asian Football Confederation (AFC) conducted its inaugural Communications Mentorship programme – with the Football Association of Indonesia (PSSI) – the Continent’s first Member Association to benefit from the initiative.
The mentorship programme, which was launched earlier this year, is part of the AFC’s commitment to provide its Member Associations with tailored made programmes to help enhance their media and communications capabilities and is a continuation of the regional media and communications workshops held over the last two years.
At the forefront of the agenda was the PSSI’s ambitions to develop a consumer relationship management (CRM) system to improve its brand and to establish a stronger connection with their fans.
Leading the PSSI through the journey over the last four days was AFC Consultant Richard Clarke, who spent more than a decade establishing the content management and direction for English Premier League giants, Arsenal Football Club.
Identified as a main area of focus in building a robust CRM system, the PSSI’s media and commercial administrators were presented with the necessary tools to build a quality data management system as well as a vibrant content management strategy, both of which are key building blocks in the implementation stage.
Together with AFC representatives and the AFC Consultant, the PSSI also set a clearly defined framework, key milestones and upcoming touch points to transition the programme from its current conceptualisation phase to implementation, which is expected to take 24 months to complete.
“The PSSI is committed to its Vision to strengthen our image in the eyes of all our stakeholders and we believe that this new CRM system and content strategy are essential tools to bringing our aspirations to life,” said Marsal Irwan Masita, Deputy General Secretary, Football Association of Indonesia (PSSI).
“These tools offer greater personalisation and more meaningful conversations with all our stakeholders, and increasingly we are seeing more businesses turning to CRM technology to reinforce their marketing, communications and commercial strategies.”
He added, “We at PSSI want to leverage on the latest technological advances and we recognise that this is a long-term process. I must thank the AFC for putting this programme together and I am confident that it will be a game changer for us and more importantly, for Indonesian football.”
