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Essay

CRM in Casinos

Essay specific features

 

Issue:

Business

 

Written by:

Jonathan C

 

Date added:

July 23, 2013

 

Level:

University

 

Grade:

A

 

No of pages / words:

4 / 870

 

Was viewed:

1612 times

 

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Essay content:

Profitable because this is what makes or breaks the business. With the use of loyalty cards based CRM systems, casinos now are able to proactively identify high margin customers daily throughout their operations and once they are identified, casinos go all out to ensure that these customers are given extraordinary service, from free meals, tickets to shows, room, and even limo and helicopter services...
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These rewards do not come cheap, and at first glance, may appear to be an unnecessary expense. This might have been a valid argument in the past, where casinos may have spent more on marketing to each customer than they could ever recoup from them. However, with CRM systems and business intelligence software, casinos are now able to statistically calculate the expected return on each and every player’s gambling session, and allocate rewards accordingly...
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