Hard Rock International - Crm
Hard Rock International
Executive Summary
Hard Rock International is chain of cafés, hotels, casinos, and theme parks spread across 53 countries. It has the world’s largest collection of rock ‘n’ roll memorabilia that the customers can see when they visit any of Hard Rock’s locations. Hard Rock’s main business model was built around a customer-centric approach. As the business was growing, the customer queries were hitting the numbers close to 56000 inquiries annually; a number that was getting difficult for the existing customer care staff to handle. And foreseeing an increase in the customer inquiries by 20% annually, Hard Rock’s customer care center was not equipped at all to handle the pressure. They either had to add new staff to take up the additional workload or had to do improvements to the system to make existing staff more efficient.
After detailed analysis of their system and help from a consulting group, they decided to implement a new CRM system to improve existing operations and staff efficiency. The implementation of the new CRM system was successful in integrating the customer and the company information in one central location, making it very easy for the customer care representatives to respond to the customer inquiries. The implementation of the CRM system better equipped Hard Rock to handle customer inquiry volume without having Hard Rock to add a new customer care rep. About Hard Rock International
Hard Rock International started as Hard Rock Café based in London, England in 1971 by Peter Morton and Isaac Tigrett. Initially, the cafes’ had an eclectic décor to match the experience of enjoying an American burger. However, in 1979, after Eric Clapton gave his guitar to the café to be hung on a wall by his table, the chain started covering its walls with rock ‘n’ roll memorabilia. And since then, the café chain has expanded its business worldwide into cafes, casinos, hotels, and theme parks, all with the common theme in mind, display of
Executive Summary
Hard Rock International is chain of cafés, hotels, casinos, and theme parks spread across 53 countries. It has the world’s largest collection of rock ‘n’ roll memorabilia that the customers can see when they visit any of Hard Rock’s locations. Hard Rock’s main business model was built around a customer-centric approach. As the business was growing, the customer queries were hitting the numbers close to 56000 inquiries annually; a number that was getting difficult for the existing customer care staff to handle. And foreseeing an increase in the customer inquiries by 20% annually, Hard Rock’s customer care center was not equipped at all to handle the pressure. They either had to add new staff to take up the additional workload or had to do improvements to the system to make existing staff more efficient.
After detailed analysis of their system and help from a consulting group, they decided to implement a new CRM system to improve existing operations and staff efficiency. The implementation of the new CRM system was successful in integrating the customer and the company information in one central location, making it very easy for the customer care representatives to respond to the customer inquiries. The implementation of the CRM system better equipped Hard Rock to handle customer inquiry volume without having Hard Rock to add a new customer care rep. About Hard Rock International
Hard Rock International started as Hard Rock Café based in London, England in 1971 by Peter Morton and Isaac Tigrett. Initially, the cafes’ had an eclectic décor to match the experience of enjoying an American burger. However, in 1979, after Eric Clapton gave his guitar to the café to be hung on a wall by his table, the chain started covering its walls with rock ‘n’ roll memorabilia. And since then, the café chain has expanded its business worldwide into cafes, casinos, hotels, and theme parks, all with the common theme in mind, display of