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 the largest rock ‘n’ roll memorabilia. Business Need (Problem)
Hard Rock International is seen as the guardian of rock ‘n’ roll culture and has extended its global reach to a total of 157 venues which include 127 cafés and 12 hotels/casinos. Since opening, Hard Rock has maintained its trademark with exceptional customer service, which became possible only because of Hard Rock’s exceptional customer care team, consisting of only 3 people. The customer care team manages any and all queries, including issues, loyalty program, general questions, etc for all the venues. “Our team handles calls and e-mails from across our operations—everything from loyalty program point balances to questions about a product online,” says Patrick Colbert, Director of CRM and Loyalty at Hard Rock International. The customer care center have been averaging about 56000 customer queries annually, 95% of which come via email and the rest via phone calls. And with the business going in the upward direction, Hard Rock anticipated that the customer queries will grow by about 20% annually. The unique thing about Hard Rock’s customer service strategy is that they make sure that the general manager of a particular café, hotel, or casino is actively involved in addressing the customer requests and concerns. This gives the customers a very personal feel and sends out a vibe that all the customers are very important part of Hard Rock and that they are getting “the same level of service when they are away from a Hard Rock venue as when they are there in person.” Amidst all the good things happening for Hard Rock International, their customer care center started facing some problems in respect to handling the volume of customer queries in a timely fashion. According to Patrick, some customer queries even took them almost four days to respond. Hard Rock had a customer relationship management (CRM) system in place; however, it seemed outdated and hence lacked a lot of functionality that would otherwise...