Case Study: Customer Relationship Management at the Caesar Windsor

Based on the interaction between the organization and its customers, vast amounts of information can be obtained. In a CRM system, the issue is not how much data can be obtained, but rather what type of data should be acquired and how those data can be used effectively for relationship enhancement. The channel, transaction, and the product or service consumed, all constitute touch points between a customer and the organization. These touch points represent possible areas within a business where customer interactions can take place and, hence, the opportunity for acquiring data from the customer.

Assume you are a new marketing manager for Caesars Windsor. Your boss has asked you to evaluate how the company is using its various touch points $($such as its website$)$ to gather customer data. Go to the website for Caesars Windsor $($www$.$caesarswindsor.com $).$ Outline the process of capturing customer data; provide a detailed critique of how the site is being used to capture customer data. Comment on the types of customer data the website is designed to capture, and explain how those data would benefit Caesars Windsor$$s operations.

Case Source: Lamb, Hair, McDaniel et$.$al$.$ MARKETING, $5$th Canadian Edition. Nelson, $2012.$