The Case on CRM in Samsung Everland


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The Case on CRM in Samsung Everland

Abstract

The SAMSUNG Corporation owns and operates the Everland property southwest of Seoul, South Korea. Opened in 1976, Everland is the sixth largest theme park in the world. It provides a variety of leisure and recreational facilities in an international, world-class, comprehensive resort town. To satisfy customer and grasp customer information, Samsung Everland carried out CRM system on 2001. Before Samsung Everland carried out CRM system, the management of customer was dispersedly; the out resource of customer did not be used efficiently. CRM’s carried out, not only can ensure the new and old customer, but also can ensure the customer information, and increase the activity participance ratio, grasp customer’s contribution ratio correctly (entrance, facility using, and sales ability), and provide personalize and difference service. To grasp and analyze the customer data is one of important things and problems in leisure industry. Samsung Everland successfully carried out CRM system and settled the question of customer data and data analyzing, thereby increase the revenue.1, Everland Introduction
Yongin Farmland was first opened in 1976 as the only family oriented amusement park in Korea. This marked the beginning for development of a world-class theme park in Korea.
On 25 March 1996, Joong-Ang Development Co, a subsidiary of the Samsung group, specializing in entertainment and social services, announced its plan, an ambitious goal of transforming Farmland into a great resort complex under the name of Everland. In concert with Samsung Groups management of humanity, integration and globalization, Joong-Ang has made a commitment in developing 3,700 acre land into a world class total destination resort complex for the 21st century.
Currently, Everland is consisted of four theme parks, Festival World, Caribbean Bay, zoo and Speed