Impact of Digital Technologies on Customer Relationship Management during COVID-19: A Case Study on William Hill

Dissertation

Table of Contents
INTRODUCTION...........................................................................................................................3
Research rationale........................................................................................................................3
Research aim................................................................................................................................3
Research objectives.....................................................................................................................3
Research questions.......................................................................................................................4
LITERATURE REVIEW................................................................................................................4
Changes faced by William Hill in their CRM, marketing and communication..........................4
Impact of changes occurred during COVID-19 on William Hill, their employees and gamblers
.....................................................................................................................................................5
Importance of Ad-hoc communication during COVID-19 for William Hill..............................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Despite the focus on the critical role of digital transformation in addressing the COVID-19 crisis
and improving positioning following the pandemic, there is very little evidence on how different
digital technologies helped businesses overcome the challenges posed by the COVID-19
pandemic. In doing so, the paper aims to investigate the relationship between digital technologies
and a company's response to pandemic threats, with a focus on customer relationship
management. More specifically, the main objective is to see how much the aforementioned
digitalization have aided the firm's response to pandemic constrictions in their purchasing and
supply.
The company chosen in this research is William Hill which was founded in 1934. It was
purchased by Sears Holdings in 1971, then by Grand Metropolitan in 1988, and finally by Brent
Walker in 1989. When Grand Metropolitan was found to have embellished the potential revenue
at the close of escrow, Brent Walker was able to recoup £117 million of the £685 million it had
reimbursed for William Hill in 1996.
Research rationale
The research is conducted on this topic because with the regulations that constricted relationships
with customer base, the COVID-19 has had a significant impact on the firm's profitability. As a
result of the pandemic, businesses are turning to digital technologies to reimagine enterprise
applications, customer relationships, and marketing strategies. From defined techniques to more
current Industry 4.0 reference to the attached to the industrial revolution 4.0, technological equity
firms may rely on to face COVID-19 related challenges. In this particular respect, the study
aimed to investigate which new platforms enabled businesses to actually respond to the global
epidemic and solve their limitations in managing market connections.
Research aim
To analyse the impact of customisation and personalisation in terms of digital relationship
marketing during pandemic COVID-19. A study on Willam Hill.
Research objectives
 To examine the changes faced by William Hill in their CRM, marketing and
communication.