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Wisconsin casino upgrades CRM system through new agreement

Wisconsin’s Lake of the Torches casino will upgrade its customer relationship management (CRM) system under a new agreement.

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The resorts’ current CRM provider, Spotlight, will license and install the latest version of its system at the property, extending the companies’ almost decade-long relationship.

The upgrade, dubbed “SpotlightCRM v4,” offers various enhancements over Lake of the Torches’ current system, claims the provider.

It said: “V4 introduces a streamlined, configurable user interface, enhanced compliance features for ever-changing AML requirements” and “native mobile expansion,” among other features.

“What an exciting and humbling honour to have a long-time partner reinvest in Spotlight,” commented Jeff Baldi, Spotlight’s CEO.

“V4 represents our future and dedication to driving premier customer experiences, through elegant tech.” 

Lake of the Torches is owned and operated by the Lac du Flambeau Band of Lake Superior Chippewa, a federally recognised Native American tribe.

The resort is situated in Lac Du Flambeau on the shores of Pokegama Lake. It boasts a bar and grill, restaurant, blackjack tables and over 800 slot machines, plus an 8,500-square-foot convention centre.

Spotlight, meanwhile, has since 2013 designed, developed and marketed the SpotlightCRM platform to casino operators.

Bill Guelcher, Lake of the Torches CEO, welcomed the chance to continue working with Spotlight, remarking: “We are delighted to extend our relationship with Spotlight.

“Over the years, we have established strong relationships across both companies, and have consistently achieved our performance goals by integrating Spotlight into our daily business.”

Last month, the property reached an agreement to install Table Trac’s table games management system.


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