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

https://hrcak.srce.hr/198571

Publication date:

13.4.2018.

Article data in other languages: croatian

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