The Lawn Tennis Association has upgraded its customer relationship management system in a bid to improve the reliability of information access on its website and to help strengthen business intelligence.

The LTA, which is the national body for tennis, moved from Oracle Siebel 7.5.3 to version 8.1.1, in May.

The system is used by 150 staff at the LTA headquarters and a further 250 accessing it remotely. It feeds the LTA website, which is accessed by up to 800,000 unique visitors a month, including players, tennis fans, clubs, schools and local authorities.

Since implementing the system, it said there had been a 62 per cent improvement in the speed of accessing information for its web users, alongside new functionality and better integration with its Oracle business intelligence systems.

The CRM system also cut dropouts on its website, in particular where the LTA systems were losing some potential members’ details during the signup process.

But the LTA said it also needed to make the move, because Oracle was withdrawing support for the product this year.

The move was made in a busy year for system upgrades at the LTA, which moved to Microsoft SQL Server 2008 and virtualised its servers using VMware.

“Oracle’s Siebel CRM technology is the backbone of our website and customer service operations, providing us with the functionality needed to engage with the tennis community more effectively,” said Will Solomon, information systems manager at the LTA.