TOP 7 POWERHOUSE BENEFITS OF CRM & RMS INTEGRATION

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After 18 months of shut downs, social distancing requirements and uneven re-opening schedules, the ability for casinos to optimize guest revenues is more important and challenging than ever.

Casinos have typically been vanguards when it comes to understanding the immense value of maintaining detailed customer information and using that information to manage customer relationships. Data on player statistics such as average bet, duration of play, types of games, frequency and recency, win/ loss theoreticals and more, have been a part of many casino information systems for years. More recently, this form of data collection has extended to include each guest’s total spend at the casino, including any spend at food-andbeverage outlets, retail shops, golf courses, spas, and entertainment venues.

The goal is then to ensure that that guest data from all of these departments is being accurately captured and recorded into a single guest profile within an integrated customer relationship management (CRM) and revenue management system (RMS) to create actionable insights that enhance the guest experience, optimize revenue, and drive loyalty

READ THE FULL ARTICLE BY MICHAEL BENNETT IN THE 2021 WINTER EDITION OF GAMING & LEISURE MAGAZINE.

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