Because of the global pandemic, running an online casino is a little easier right now compared to a land-based one; at least the former does not have to shut down once the number of COVID-19 cases surges. It is also safer for players to gamble from the comfort of their homes using online casino operators for U.S. players. However, land-based casinos are trying to compensate for the months-long shutdown and do everything they can to optimize the customer experience. Customer Relationship Management (CRM) helps them do so.
What Does CRM Software Imply?
In recent years, CRM has become an integral part of every land-based casino’s operations. It is hard to find a single aspect of casinos that is not affected by CRM. Although there is no universally accepted definition of what CRM implies, when it comes to the gambling business, most experts in the industry agree that “CRM for casino operators optimizes every aspect of the multi-channel operation by identifying key player segments, automating marketing campaigns and managing operations with its business intelligence back office.” In other words, casinos Need CRM software to:
- Manage bonuses
- Integrate customer data
- Ensure that SMS, email, and social media promotions run seamlessly
- Alert the casino personnel if there is anything they need to know about a specific player (meaning their gambling patterns, history, and other relevant information).
With CRM software, casino employees are always alert and up-to-date on everything that is going on at the moment. Besides, CRM increases the effectiveness of marketing and helps providers keep it targeted. Even though CRM costs casinos a lot, the tangible and managerial benefits it provides justify the investments. Casinos that choose to install CRM software end up spending less compared to their competitors without CRM.
Is CRM Software in Demand?
Yes, casino providers are no fools, which explains why CRM software is going more popular among them by year. After all, CRM makes everything more efficient and of higher quality – from player analytics to marketing to hospitality integration and beyond. Although CRM software has only been a full-fledged market for a little over a decade, it has evolved so much that casino operators need to decide on each individual tool (there are hundreds of them). Currently, pretty much every big casino uses at least some CRM software. Most of them use multiple tools, including Five9 Engagement Workflow for logistics, About Workbooks for marketing automation, and Oracle E-Business Suite for cost analysis, among others.
Who Are Key Players in the CRM Software Industry?
The industry keeps growing, yet there are several consistent leaders:
- Salesforce
- Oracle
- Pegasystems
- SAP
- Microsoft
Other honorable mentions are Zoho, Freshworks, Adobe, as well as many younger names in the industry that may one day outrun the pioneers.
CRM Providers in Oregon
Oregon casinos are also adopting CRM software to improve customer service and optimize management processes. Back in 2010, Tech Results, one of the leading providers of CRM software in the gaming industry, has partnered with one of Oregon’s outstanding gambling establishments, Kla-Mo-Ya Casino in Klamath County. Kla-Mo-Ya was one of the first casinos in the state to adopt CRM software and the first one to partner with Tech Results. Ten years ago, the casino installed Total Promo and Games Direct modules to optimize promotions and decrease the workload for the casino’s employees. Over the decade that has passed since 2010, Kla-Mo-Ya updated its CRM software, and many other casinos across Oregon followed suit. By now, almost all major gambling institutions in Oregon rely on CRM, including Indian Head Casino and Casino at Kah-Nee-Ta Desert Resort in Central Oregon.
