After logging a fourth consecutive year of gaming revenue growth in 2018, a surge in new commercial casino properties and increasing competition are making the quest for guest revenues more 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 much more, have been a part of many casino’s information systems for years. However, casinos have evolved into large integrated resorts with multiple food-and-beverage outlets, retail malls, golf courses, spas, and entertainment venues. Each of these departments has their own set of KPIs and data, and the availability and richness of data is exploding. Today, implementing an integrated customer relationship management (CRM) and revenue management system (RMS) to create actionable insights on this data can be integral to your business success.