I. Introduction This report aims to define Customer Relationship Management (CRM) and its crucial role in the casino industry. The current CRM trends within the context of casino will be introduced as well as the preconditions necessary for the success of their implementation. There will be a description of CRM IT systems being used and the sort of data that they should provide. Then, the relationship of CRM and customer lifetime value (LTV) will be analysed to perceive how casinos benefit from such relationship. Another relationship will be examined, which is the one between CRM and customer experience. Finally, there will be a few case studies in order to observe how CRM works in practise. II. A definition of CRM CRM or Customer-Relationship Management is the process of identifying, attracting, differentiating, and retaining customers (Hoffman, et al. 2005). CRM provides an understanding of customers behaviour and wants; it develops or implements business strategies and supports technologies that minimize the gaps between an enterprises existing and potential performa......

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