CRM; change management; CRM initiatives; HR and CRM; casino CRM strategy


Gaming and Casino Operations Management | Gaming Law

Document Type

Original Research Article


Customer Relationship Management (CRM) continues to attract increasing attention within the casino industry. While the vital role of change management in making CRM projects successful has been acknowledged for quite some time, there is little in extant literature to explain the nature and conduct of change management in the CRM context. This article posits that relevant change management is a prerequisite for successful implementation of a casino's CRM. Change management involves five key initiatives: selling change internally, creating an appropriate infrastructure for change management, CRM-relevant training, a reconfiguration of the organization structure and performance assessment measures, and recasting existing incentive systems. The role of the HR department in facilitating change can never be overestimated.