Churchill Downs Inc. announced Feb. 15 it has contracted with LRA Worldwide to help develop a customer experience management (CEM) program at its seven race tracks.
LRA is a consultant and research company located near Philadelphia.
The CEM program developed will act as a complement to Churchill's customer relationship management (CRM) project, which is providing CDI with information about its guests at all of the various interactive "touch points" at its facilities, from betting habits to food preferences.
"We realized that the CRM project was going to provide a rich stream of data to all of our operators," said Andrew Skehan, chief operating officer of CDI. "What we were lacking was an across-the-board approach to ensure that we were able to take that knowledge and translate it into an experience that our guests would truly value, every time. The CEM program that we develop with LRA will provide our management team with the confidence that our front-line team members are well-equipped to deliver that desired ŒCDI experience‚ on a consistent basis."