What electronic Customer Relationship Management (e-CRM) measures should Grosvenor Casinos Ltd use to strengthen their Customer Relationship Management (CRM)?
Cardiff Metropolitan University
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Abstract With the increasing popularity of the online market, whether it is in retail, hospitality or gaming, every industry has had to adapt to accommodate this change. With this, the way that companies interact with their customers has also advanced, with 24 hour a day interaction available. The internet is accessible in most parts of the world, meaning the available target audience for companies to take advantage of, is so big that it cannot be ignored. Due to this change, companies have had to alter their CRM model to accommodate e-business. ECRM was introduced to enhance the way a company approaches its online market through their Customer Relational Management. Online gambling has increased in popularity, in some respects causing casinos and other gambling establishments to have to improve their approach to attracting and retaining customers, which is done through an effective CRM model. This study aims to uncover whether Grosvenor Casinos’ venue in Cardiff, are doing everything they can to ensure that customers are satisfied with the business, allowing loyalty to grow and a long term relationship to form, rather than losing customers to local rival businesses and online markets. Evaluation of the methods currently used by the casino and their effectiveness when promoting a strong CRM model uncovers where the company are falling short with their CRM. This will evaluate the satisfactory ratings of customers and how they interact with the company’s e-business department, both in-store and online. Alternative methods that Grosvenor Casino Cardiff could utilise to strengthening their CRM are to invest more time with the e-business departments, involved with social media. Social media is so influential when interacting with customers and has proven to produce ever increasing results.
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