Finding software can be overwhelming. Software Advice has helped hundreds of companies choose the right casino CRM software to improve guest relationships and manage marketing campaigns.

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Keap

Keap (formerly Infusionsoft) is a cloud-based sales and marketing solution that offers customer relationship management (CRM), marketing automation, and e-commerce functionalities in one suite. Keap helps small businesses across v... Read more

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Recent recommendations: 184 recommendations

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Zendesk Sell

Zendesk Sell (formerly Base) is the web and mobile-based customer relationship management application that allows B2B and B2C sales professionals to manage sales, track leads and engage proactively with customers from anywhere. Th... Read more

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Recent recommendations: 168 recommendations

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Thryv

Thryv is an all-in-one business management solution designed to help small businesses with essential business functions. With Thryv, business owners can expand their online presence, improve any customer relationship, and streamli... Read more

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Recent recommendations: 90 recommendations

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NetSuite CRM

NetSuite CRM+ is a cloud-based customer relationship management (CRM) solution for small and midsize organizations. NetSuite caters to thousands of customers across a wide range of industries including wholesale distribution, manu... Read more

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Recent recommendations: 78 recommendations

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FreeAgent CRM

FreeAgent CRM is a customer relationship management platform with robust work management capabilities. It helps teams get everything on a unified platform, collaborate on various projects and track and improve operational performa... Read more

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Recent recommendations: 41 recommendations

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SalesNOW

SalesNOW by Interchange Solutions Inc. is a cloud-based customer relationship management (CRM) and sales force automation solution that allows sales teams, management and executives to manage aspects of sales cycle including conta... Read more

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Recent recommendations: 38 recommendations

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Salesforce Sales Cloud

The Salesforce Sales Cloud is an on-demand CRM platform offering applications for small, midsize, and enterprise organizations, with a focus on sales and customer relationships. This Salesforce platform has CRM capabilities tha... Read more

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Recent recommendations: 33 recommendations

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Copper

Copper is an easy-to-use CRM for small- and medium-sized businesses that need a better way to manage leads & grow customer relationships. If you don't have time for data entry, tedious admin tasks, or overly complex tools, Copper ... Read more

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Recent recommendations: 13 recommendations

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BenchmarkONE

BenchmarkONE (formerly Hatchbuck) is a sales and marketing solution designed for small to midsize businesses. The integrated solution offers combined sales automation, marketing automation and email marketing features. BenchmarkON... Read more

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Recent recommendations: 9 recommendations

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SugarCRM

SugarCRM is a cloud-based application for handling sales automation, marketing automation, account management and customer relationship management needs. SugarCRM offers features such as customizable home pages, a new-user "wizard... Read more

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Recent recommendations: 8 recommendations

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Quickbase

Quick Base is a low-code application development platform that enables organizations to unite information, people, and workflows within distribution in a single, cloud-based platform. Unlike traditional software solutions, Quick B... Read more

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Recent recommendations: 7 recommendations

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Workbooks

Workbooks offers growing companies a SaaS platform to run their business and engage with their customers – at an affordable price. Workbooks designs, develops and implements its own software, which is targeted specifically at mid-... Read more

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Recent recommendations: 7 recommendations

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Claritysoft CRM

Claritysoft is a cloud-based customer relationship management (CRM) solution designed for midsize and large enterprise businesses. It offers sales automation, customer service and support, marketing automation and social CRM withi... Read more

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Recent recommendations: 6 recommendations

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Zendesk

Zendesk is a cloud-based help desk management solution offering customizable tools to build customer service portal, knowledge base and online communities. The solution offers a customizable front-end portal, live chat features an... Read more

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Recent recommendations: 3 recommendations

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TeamSupport

TeamSupport is a business-to-business (B2B) support software solution designed to help companies resolve individual tickets while building stronger customer relationships. The solution goes beyond ticket management to streamline c... Read more

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Recent recommendations: 3 recommendations

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Nutshell

Nutshell is a sneaky powerful growth software platform that helps sales and marketing teams work together to win more deals. Simple enough for any team and sophisticated enough for any business, Nutshell offers easy to use CR... Read more

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Recent recommendations: 3 recommendations

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Freshworks CRM

Freshworks CRM is a cloud-based customer relationship management (CRM) solution that helps businesses across different industry verticals to manage their interactions with existing and potential customers. Key features includ... Read more

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Recent recommendations: 2 recommendations

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Vivantio

Vivantio is a service management solution that allows users to create custom processes that align with internal business operations. Key features of the solution include dashboards, charts and reports, routing, assignments and for... Read more

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Recent recommendations: 2 recommendations

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Creatio CRM

Creatio is a unique synergy of unified CRM and intelligent BPM platform for marketing, sales and service automation. The solution allows midsize and large companies to manage the customer lifecycle from lead to sales and to ongoin... Read more

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Recent recommendations: 2 recommendations

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Tracker

PhaseWare Tracker is a customer support and help desk solution. It automatically notifies users whenever clients report or escalate existing issues. Flexible deployment options include on-premise installation and a cloud-based opt... Read more

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Recent recommendations: 1 recommendations

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Buyers guide

The house, they say, always wins. When it comes to games of chance, casinos do have the upperhand. But businesses in the casino and gaming industry don’t compete only with their customers. They are, after all, businesses. As such they also compete for their customers against others in their industry. In the context of competition within the gambling industry, no particular “house” always wins. It’s an ongoing and highly competitive game … with something like $70B on the table!

In the competition for customers, casinos have many tools at their disposal. Comps—free gifts given to customers from casinos—are used to woo new customers, keep existing customers at the tables or slot machines longer, and keep high-rollers from rolling down the strip to a competitor’s casino. But comps are hardly a new tool. They’ve been around so long they’re now an expected part of the casino experience. They’re so commonplace that they’ve lost a little of their power as a competitive differentiator.

Casinos have therefore been branching out with their customer relationship strategies. They’ve been turning to a variety of software solutions to help them provide better, more tailored customer experiences. Gaming and casino customer relationship management (CRM) software is one such solution, offering casinos the upper hand as they compete with one another for customers.

In this Buyer’s Guide we look at gaming and casino CRM software and answer the following questions:

What Is Gaming and Casino CRM Software?
What are the Common Features of Gaming and Casino CRM Software?
How to Evaluate Gaming and Casino CRM Software?

What Is Gaming and Casino CRM Software?

Gaming and casino customer relationship management (CRM) software helps casino managers monitor their most important asset: their customers. Casino CRM software focuses on customer service, marketing and customer analytics. It allows managers to track the relative value of repeat customers, and then target specific promotions and rewards based on player potential and preferences.

Much of the value of gaming and casino CRM software comes from these targeting and tracking capabilities. Tracking a customer’s wins and losses, preferences and pet peeves, allow the casino to deliver extremely targeted perks and comps, while also gaining greater insight into the profitability of their various customers and customer segments.

The immediate effect of tracking and targeting is a more personalized customer experience for individual gamblers. But as tracking and targeting are refined and perfected over time, the net effect is an improved (relative to other casinos) customer experience for all customers and the casino creates a new competitive differentiator, tipping the odds in their favor.

What are the Common Features of Gaming and Casino CRM Software?

In addition to core CRM functionality, gaming and casino CRM software will often include some or all of the following features, ensuring casinos have tools tailored to their specific industry needs.

Analytics Perhaps the most critical functionality for a casino, analytical applications provide specific data on how games are performing relative to certain customer segments. They can also provide more general information on tables, players and game performance, as well as where the most revenue and profit is being generated.
Loyalty management By categorizing customers according to segmentation codes (“coding customers”), identifying customer segments, and measuring the value and opportunity within each segment, the casino can build a personal relationship with their VIP players while maximizing the profitability of their rank-and-file clientele.
Marketing campaigns If your customer spent all weekend at the blackjack tables, there’s no sense sending him a mailing about the craps table. Since the customer’s data is all being recorded, it’s easier than ever to create marketing campaigns targeted to specific individuals.
Hospitality integration Since most casinos are tied to hotels, connecting your gaming software to your other systems can vastly increase the efficiency of your operation. When customers make a reservation online, the information transfers directly to the front desk staff who check the customer in and issue a loyalty card. Then all of the customer’s preferences tie into future marketing efforts.

It’s important to remember that these features can sometimes blur together—for example, loyalty and marketing functions might be combined—and can be given different names from different vendors. Buyers are advised to read product details carefully and to reach out to vendors for clarification whenever needed.

How to Evaluate Gaming and Casino CRM Software?

There are many factors to consider when selecting CRM software to be used in the gaming industry. When evaluating your gaming/casino software, start by considering the following questions:

  • Does your organization just need CRM, or do you require a system that can manage sales, marketing and support for other areas of the hospitality industry?
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  • Are there any specific challenges your company faces while managing existing customer relationships? Are customers or customer-facing employees expressing any particular issues or workflow inefficiencies?
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  • Will the software need to integrate with back-office legacy systems such as accounting to pull customer data for analysis or marketing?
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  • Does your organization operate from one location or multiple locations? Will the software need to support deployment across multiple locations? Will it be managed from one location or several?
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  • Are you using Twitter and Facebook to communicate with customers? Does the software have a tool to support that communication?
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  • What types of reporting features will you need? Will casino management prefer to receive regular reports on key customer metrics, or will they prefer to have a centralized dashboard they can view anytime?

While these questions will help you get started on your casino CRM software selection process, it’s likely that you’ll come up with more along the way. The experts at Software Advice can help you answer those and narrow down the list to find the right software for your organization. Call us for a free no-obligation FastStart Consultation: (844) 852-3639.