When used properly, is CRM a silver bullet?
There is no silver bullet. But with CRM, we chose the path of software rather than bricks and mortar. Our competition builds elaborate new casinos. We build relationships with players. Q: You see it as a relationship. But people who get phone calls, e-mail and snail mail from Harrah’s probably see it as an intrusion of junk. A: It is junk if it’s not relevant. I’m a fly fisherman: I love to fish for trout and salmon. If I got every piece of mail for sportsmen, I’d consider it junk and throw it away. But if someone knew that I like to take exotic fly-fishing trips throughout the world, I wouldn’t consider that junk. You have to get down to that level. If you show up on everybody’s avid gambler list, that’s junk. But if we know you like slot tournaments with the potential of winning over $100,000, it’s not. Q: Is burrowing down to that relevant level difficult? A: It takes continuous measurement, and you must track those who don’t respond to offers as well as those who do to find out why
