Churchill Downs Inc. Bets on CRM Solution

Horse-racing giant selects customer relationship management apps to improve customer retention, satisfaction


Horse-racing giant selects customer relationship management apps to improve customer retention, satisfaction

San Mateo, CA — January 15, 2004 — Churchill Downs Inc. (CDI), which is headquartered in Louisville, Ky., and owns and operates horse racing venues throughout the United States, has licensed the E.piphany customer relationship management (CRM) software suite to identify, service and market to its customers.

The E.piphany E.6 software suite will be the technology foundation for CDI to implement a new enterprise-wide strategy for becoming a customer-centric organization, according to the racing company.

Atique Shah, CDI's vice president of CRM and technology solutions, said the company is committed to bringing value and a good experience to its customers. "We are embarking on an enterprise-wide initiative to build customer value across our operations," he explained. "This is the first time ever in the history of horse racing that a company has adopted CRM to this level. We selected Epiphany based on its track record of delivering value, as well as its leadership position in today's CRM marketplace."

CDI's racetracks in California, Florida, Illinois, Indiana and Kentucky host 114 graded-stakes events and many of North America's most prestigious races, including the Kentucky Derby, Kentucky Oaks, Hollywood Gold Cup and Arlington Million. CDI racetracks have hosted nine Breeders' Cup World Thoroughbred Championships — more than any other North American racing company.

CDI said it also owns off-track betting facilities and has interests in various television production, telecommunications and racing services companies that support CDI's network of simulcasting and racing operations.

"We are excited about the opportunity of working with Churchill Downs Inc.," said Ellen Olson, senior vice president of worldwide marketing at E.piphany. "Our ability to bring CRM software to an organization that already has a rich and unique affinity with its customers is a very compelling combination. We look forward to being part of CDI's success in implementing an enterprise-wide customer strategy."

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