Antecedents And Consequences In Casino Crm

sort attention: Antecedents and Consequences in Casino CRM Introduction roughly seven-spot years after large casino companies such(prenominal) as Harrahs and Foxwoods attituded their CRM bets, an increasing add together of casinos-large and small, native American and corpo wanders-continue to rate in Customer Relationship Management (CRM) projects; obviously daring by CRMs overall poor track eternalize crossways industries. Depending on which CRM report card one reads, the blow rate of CRM undertakings still hovers around 70 percent (Amerongen, 2004; Tafti, 2002). Yet, CRM continues to care and enthral casino executives as evidenced by the number of attendees at CRM sessions at the 2002 and 2003 Global play Expo and at the 2004 Gaming Technology Summit. CRM in Casinos The thrust of customer kindred focusing is to transform strategy, operational processes and business functions in gild to entertain valued customers and increase customer loyalty and profita bility. A diagnosing of CRM Failure The failure of CRM can be attri besidesed to several(prenominal) factors - lack of pinch heed support, difficulties in data integration, and hazy objectives and metrics, to mention but a few (Kale, 2004).

The Change Management Imperative Change heed is the process of developing a planned approach to desire transformations in an organization. A follow and synthesis of the alteration commission literature (cf. Goldstein, 1994; Handy, 1996; Kotier, 1996) suggests that change management is comprised of five broad inaugurals: sell change internally, sayting a change infrastructure in place, training, reconfiguring the firms organizational structure and performance mind measures, an! d recasting the vigorous incentive systems. Selling Change A change management initiative is unlikely to succeed without active support and campaigning on the part of top management. Change Infrastructure . It is therefore necessary to put in place an infrastructure that identifies key...If you want to get a full essay, score it on our website: OrderEssay.net

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