Kent County Cricket Club Scoops Business Award for Best Improvement in Customer Engagement

Kent County Cricket Club have won a top award at the ECB’s Business of Cricket Awards, which took place at The Cumberland Hotel in London last night. The Club received the award for Best Improvement in Customer Engagement, following implementation of a comprehensive engagement programme. Kent County Cricket Club were also shortlisted for the ECB’s Best Use of Digital award.

This year, Kent County Cricket Club’s engagement initiatives have included the Club’s first volunteer programme, as well as work to increase the number of supporters engaging with the Club through digital communications; website, e-newsletters and social media. The Club’s engagement activity has been insight led, with supporter feedback and surveys providing the basis for targeted marketing campaigns.

Kent Cricket CEO, Jamie Clifford commented on the award; “At Kent Cricket during 2013, we have focused on better understanding who our customers are, what they want to experience when they come to the Club and we have developed a range of ways of collecting timely feedback which helps us be more responsive.

“We have also looked to provide more opportunities to get involved with the Club, through a volunteers programme and have developed the theme of "Together we are Kent" – all in the county working together for our future success. This has involved members, business partners and the cricket community.

“We look forward to building on this in 2014, as we continue to develop the best sporting experience in the county.”

The Business of Cricket Awards are designed to celebrate Marketing and PR excellence across domestic and international cricket, and were attended by representatives of all 18 First Class Counties and the MCC, together with guests from the wider sports industry.

The four-strong judging panel was chaired by Karen Earl, former Chairman of Synergy, and the awards evening hosted by former England Women’s cricketer, Isa Guha.

Along with Kent Cricket, other winners on the night included Durham County Cricket Club for their work around the Investec Ashes Test Match against Australia, and Derbyshire County Cricket Club‘s Community Programme.

ECB's Managing Director of Global Events and Marketing Steve Elworthy said: "This season’s awards once again highlighted how strong the bond is between the counties and their fans and what a difference innovative and creative marketing campaigns can make to attendances in our county game.

“We warmly congratulate our award winners, plus all the entrants for their hard work and creativity over the past year in producing a fantastic summer of cricket in 2013."

ECB Business of Cricket Awards

The list of 2013 winners in full:

Best Friends Life t20 Campaign Surrey

Best Friends Life t20 Match Day Experience Northants

Best Yorkshire Bank 40 Promotion Northants

Best Promotion of a Major Match Durham

Best Sponsorship Activation Somerset

Best Membership Campaign or Promotion Somerset

Best Community Programme Derbyshire

Best Improvement in Customer Engagement Kent

Best use of Digital Essex

The Innovation Award Nottinghamshire

Team of the Year Durham