The role of PRM is to gain more knowledge about the customer, improve the relationship and manage the retention of the player. It also provides key customer data across all internal delivery channels. In particular, exact and up-to-date information about the customer (hard and soft data), transaction and contact histories and asset value of the customer.

The analysis of player data should tell us what type of expectations we should set for different player segments. Fortunately, PRM, when properly executed, ensures that the expected service level can be achieved at each touch point. As players increasingly demand the same level of service across all channels, casinos' PRM initiatives become more complex. To facilitate the type of service players expect, casinos need to build an architecture to support the following areas: