Inside Asian Gaming

IAG JUL 2023年7月 亞博匯 74 concept that is supported by the academic and research literature. The relationship between employee satisfaction and customer satisfaction can be explained in terms of employee advocacy and customer orientation and adaptability from front-line employees. Firstly, employee advocacy can be harnessed through the adoption of a loyalty building system that allows a natural progression from employee satisfaction to employee preference to employee loyalty to employee advocacy. Secondly, customer orientation involves a desire to help customers in a variety of ways, such as making purchasing decisions, assessing customer needs, offering products, providing adequate product and service descriptions, and avoiding deceptive or manipulative tactics, or high- pressure selling. Customer orientation has a strong focus on customer retention and is associated with relationship building. The third explanation of the relationship is adaptability or adaptive selling and is defined as altering of sales behaviors during a customer interaction or across customer interactions, based on perceived information about the nature of the selling situation. Information and suggestions provided by employees contribute to the customer experience, especially those from employees who are in contact with international high rollers in casinos requiring language assistance. INTERNALANDEXTERNAL CRM DEFINITION In the CRM literature, the term “CRM” is used to refer to external CRM that deals with external customers. In contrast, internal CRM deals with internal customers, that is: employees. It is referred to with different terms including iCRM, ERM – Employee Relationship Management – and IntCRM. To avoid any potential confusion, this series of articles explicitly uses the terms internal and external CRM when dealing with both internal and external customers. Similarly, external CRM refers to dealings with external customers and internal CRM refers to dealings with internal customers or employees. 宣導，讓員工滿意度自然發展至員工偏 好，再到員工忠誠度及員工宣導。 其次，顧客導向涉及到在各方面幫 助顧客的意願，如作出購買決定、評估 顧客需求、提供產品、提供充分的產品 和服務說明、避免欺騙性或操縱性的策 略及高壓銷售。顧客導向非常注重留住 顧客，並與關係建立有關。 對關係的第三種解釋是適應性或適 應性銷售，它被定義為在客戶互動期間 或跨客戶互動期間，根據對銷售情況及 性質的所得資訊而改變的銷售行為。員 工提供的資訊和建議有助於完善客戶體 驗，尤其是在賭場中與需要語言幫助的 國際高額賭客接觸的員工。 內部和外部CRM定義 在CRM文獻中，「CRM」一詞是 用來指與外部客戶打交道的外部CRM。 相比之下，內部CRM涉及內部客戶， 即是員工。內部CRM有不同稱謂，包 括iCRM、ERM（員工關係管理）和 IntCRM。為了避免任何潛在的混淆，本 系列文章在談及內部和外部客戶關係管 理會使用內部和外部CRM這兩個術語。 同樣地，外部CRM指的是與外部客 戶打交道，內部CRM指的是與內部客戶 或員工打交道。 內部和外部CRM的概念可以追溯 到1980年代有關服務營銷的文獻。更確 切地說，外部CRM源於市場推廣，而內 部CRM源於以員工為中心的內部市場推 廣。雖然外部CRM已被廣泛討論，但內 部CRM較少人談及且仍是一個新概念。 然而，內部CRM和外部CRM之間存 在著一種關係。外部CRM旨在尋求和保 COLUMNISTS