Casino CRM: What’s on your wish list?

Not long ago, I (triumphantly!) found a document for which I’d been searching.  During my years in Casino Player Development, I’d searched for a contact management system that did everything a host team would need it to do in order to best manage the casino’s high rollers.  I’d written my wish list to address the perspectives of the hosts, the player development team leader and the property.

I’m sharing my wish list here because Harvest Trends is THISCLOSE to completing development work on our first version of the CRM we’ve built specifically for Casino Player Development.  I searched for this product for more than a decade, as I’ve shared in this blog post and this one, too.  What features for Casino CRM are on YOUR wish list?

From a host’s perspective, the CRM should:

  • Allow quick data entry and quick review of past contacts both by player and by user
  • Provide a detailed player snapshot, including things like player worth and visit history, interests, bookings, preferences, and associations with other players
  • NOT restrict hosts from viewing one another’s players to enable them to tag-team problem resolution and bookings
  • Be flexible enough to reflect changes in programs, lists, and offers
  • Provide views to progress in terms of bookings, goal achievement, player frequency, faders, inactives, new players, etc. based on individual host and/or player parameters
  • Generate a “tickle” when a player needs to be contacted for any reason, to include birthdays, anniversaries, frequency drops, tagged events, and user-set parameters (e.g.: “call back with confirmation”, “call in XX days”, “send a Get Well card”)
  • Notify the host when certain events occur with coded players
  • Be flexible in use on the floor, in the office, or on a mobile device
  • Be quick to load, update, and accept input

From a management perspective, the CRM should:

  • Be easy to use to boost user adoption and acceptance
  • Provide insights related to host contacts and the effects of those contacts on player activity
  • Allow identification of “Players of Interest”  to include faders, inactives, new players of worth, and others as defined by the property
  • Include a dashboard or daily flash to show individual and team progress to goal (pace), achievement of assigned tasks, contacts, and success in responses to tickles and other notifications
  • Generate Top 20 (or 50 or 100) lists for Players of Interest based on property parameters
  • Allow for the assigment of tasks and follow-ups on the same
  • Automatically update and e-mail standard reports and updates to specific parties each day, week, month or quarter

From a property perspective, the CRM should:

  • NOT require extensive resources to keep running smoothly
  • Inspire confidence in its ability to provide timely and accurate direction and information
  • Be readily adopted by any and all users
  • Come with reliable training and support

Now, Player Development pros, tell me what I missed.  Comment with features or elements that I didn’t include on MY wish list…things that are on YOURS.

HT ipad

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