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Dynamics 365 Sales gives fans the experience of a lifetime at the Johan Cruijff ArenA

Every year, hundreds of thousands of visitors flock to Amsterdam’s Johan Cruijff ArenA for all kinds of events. Whether it’s a soccer match, festival, or business event – customers visit the ArenA for an amazing experience. To create the best possible experience for all those visitors, the organization decided to go with Microsoft Dynamics 365 Sales. How is that a win? All customer data is now viewable in a single location, giving customers an unforgettable experience.


Johan Cruijff ArenA


Retail, Food & Agri


Adaptive enterprise applications

Date published

15 april 2022

Fragmented data

The Johan Cruijff ArenA invested heavily in automation and digitization. What happened, however, is that every step gradually took on a life of its own. Customer data occasionally wound up being logged in six different systems. Consequently, comprehensive insight into key customer data was lost. It was time for a new strategy to put the Johan Cruijff ArenA back on top.

Customer-centric, personalized campaigns

Conclusion MBS was called in for their advice and support. The two parties mutually decided to integrate the fragmented data with the Dynamics platform’s Sales app. Conclusion MBS got started with the implementation so that the Johan Cruijff ArenA could host the Champions League again. One thing that data integration does, for example, is to make customer-centric, personalized marketing campaigns a reality again. Instead of random, incomplete pieces of the picture, customers only see a single face for the entire organization now. As a result, the Johan Cruijff ArenA creates a first-rate experience of a lifetime for fans.

Johan Cruijff ArenA clientcase

Johan Cruijff ArenA: Extra dimension to the fan experience with Dynamics 365

Bekijk de client case video

We felt free to get down to the nitty-gritty in meetings. That makes the difference between a good delivery and an exceptional one.

Jeroen van Iersel, Marketingmanager Johan Cruijff ArenA (2021)

Jeroen van Iersel, Johan Cruijff ArenA Marketing Manager (2021): “It was mainly the open approach that made our partnership with Conclusion MBS such a force to be reckoned with. Everything was always up for discussion on the work floor and with management. We felt free to get down to the nitty-gritty in our conversations. That makes the difference between a good delivery and an exceptional one.”

Curious about what Dynamics 365 can do?

Get in touch! We’d love to talk to you about it.

Jan-Douwe Jilderda

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