Communications of the IIMA


Customer Relationship Management (CRM) software allows companies to manage their contact with their customers. It is critical for every industry to have a wealth of information about each customer’s preferences. CRM allows companies to integrate customer information with marketing promotions that results in higher profitability for the company. For the gaming industry, CRM software has allowed them to manage their customers’ preferences, track their expenditures, and provide them with offers and services that generate value for each customer. However, technology must be supplemented by a customer-centric organizational policy to fully realize the benefits of CRM