Inside Asian Gaming

IAG JUL 2023年7月 亞博匯 76 The concept of internal and external CRM can be traced to service marketing literature in the 1980s. More precisely, external CRM has its root in relationship marketing, whereas internal CRM is rooted in employee-focused internal marketing. While external CRM has been widely discussed, internal CRM has not and is still a new concept. However, there is a relationship between internal CRM and external CRM. While external CRM seeks to acquire and retain high valued customers, internal CRM seeks to attract and retain high valued employees. Also, successful internal CRM is perhaps the most important factor of successful external CRM. In the context of casinos, external CRM is defined as customer-centric philosophy that guides strategies for identifying, attracting, differentiating and retaining external customers. Similarly, internal CRM refers to strategies for identifying, attracting, differentiating and retaining internal customers or employees. Overall, a unified definition of internal and external CRM is: employee-and- customer-centric philosophy guidingstrategies for identifying, attracting, differentiating and retaining employees and customers, by using multiple processes for achieving mutual benefits for both a casino and its employees and customers. O R G A N I Z A T I O N A L CHANGE MANAGEMENT Organizational change management is about how an organization adapts to its evolving employee and customer demand. It can be defined as a continuous process of diagnosing readiness for change, implementing change and sustaining change that aims to shift an organization’s direction, structure and capabilities from the current position to the desired position. In summary, this Article 1 has set the scene for this series of articles about internal and external CRM andorganizational change management in casinos in Australia. It has also explored the meaning of relationship and provided the concepts and definitions of internal and external CRM and organizational change management in the context of casinos. The coming Articles 2 and 3 will discuss internal and external CRM process and practices in casinos. COLUMNISTS