12 CRM and Harrah's Example

12 CRM and Harrah's Example - Harrahs Customer Loyalty...

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Harrah’s Customer Loyalty Program and CRM
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Outline 1. Conventional Wisdom 2. Company Info 3. Why CRM? 4. Harrah’s Approach 5. Findings on Customers & Conventional Wisdom Revisited 6. Financial Benefits
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1. Conventional Wisdom in Gaming Most earnings come from whales (big gamblers) Family –friendly places will attact customers. Lavish looking facilities draw customers. Reducing slot machines payouts will lose customers. Radio and TV Advertising will build customer traffic 3 Source: Pfeffer and Sutton (2006) Hard Facts: Dangerous half truths and total  nonsense
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2. Company Overview World’s largest provider of branded casino entertainment Operates 21 casinos across the country 4 Million square feet of casino space 40,000 hotel rooms 100,000 employees 40 million Total Rewards members $ from casinos, food/beverages & hotel rooms.
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Location of Harrah’s 21 Casinos
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Harrah’s Entertainment Atlantic City
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3. Why CRM? Leverage IT instead of investing in lavish properties Know their customers exceptionally well via CRM. Target offerings to customer preferences CRM-based customer loyalty program “Total Rewards”
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`1997 - Initiated loyalty program Gathered data at all points of sale Determined customer preferences 1998 they started mining and analyzing the data. Predicted services and rewards valued by customers
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12 CRM and Harrah's Example - Harrahs Customer Loyalty...

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