Professional paper
DEVELOPMENT OF CUSTOMER RELATION MANAGEMENT IN CROATIAN LOTTERY
Tatjana Ljubičić
; Veleučilište u Šibeniku, Šibenik, Hrvatska
Danijel Mileta
; eleučilište u Šibeniku, Šibenik, Hrvatska
Abstract
The CRM strategy of the Croatian Lottery recognizes the strategic goals of familiarizing gamers’ habits and increasing gaming frequency. Key processes in CRM implementation are in customer support, marketing and sales. Through the analysis of key business processes, their application in practice, as well as a possible development and improvement plan, are described. The proposed development of the CRM system of the Croatian Lottery is composed of several units that should also be related to the interaction: operational CRM, user loyalty program, application My Game, user portal, analytical CRM and collaborative CRM within contact center and knowledge base.
Through eLearning platforms, it is possible to speed up development processes. When launching a new system, it is necessary to anticipate time for integration with existing player information and stabilization of the system itself and elimination of possible errors.
Keywords
CRM; Croatian Lottery; lottery games; customer loyalty program
Hrčak ID:
198571
URI
Publication date:
13.4.2018.
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