Hard Rock riffs on CRM strategy

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Hospitality chain Hard Rock International has expanded its partnership with Market Metrix LLC, in an effort to boost satisfaction and loyalty among meeting and event clients.

Hard Rock first tapped Market Metrix a year ago. Since then, year-over-year individual customer loyalty has increased 27%. The expanded partnership will extend Hard Rock's CRM efforts, including feedback tracking, to groups and special events.

“Based on our early success with Market Metrix, Hard Rock has embraced the company as our performance feedback partner,” said Andrea Melotti, senior director of Hotel Operations for Hard Rock, in a statement. “Creating a system to understand and respond to group customers quickly and individually is the next logical step in developing and managing a dialogue with all Hard Rock customers.”

Customer Metrix for Events has been launched at the Hard Rock Hotel Chicago, and other sites are expected to follow.

Hard Rock International has nine hotel/casino properties worldwide, including flagship sites in Tampa and Hollywood, FL. New hotels and casinos are slated to open in Macau and Penang in 2009; Palm Springs, Atlanta and Panama in 2010; and Dubai in 2011. The company also manages 125 Hard Rock Cafés. Representatives from Hard Rock International declined to comment.

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