Building customer loyalty This plan was focused on the customers who have been

Building customer loyalty this plan was focused on

This preview shows page 2 - 4 out of 4 pages.

2. Building customer loyalty: This plan was focused on the customers who have been visiting the casino for at least six months or for considerable period of time. The goal here was to ensure that the service be provided so as to ensure continuity in the visits of these segment of customers. 3. Customer retention: This was focused on customers who had broken their historical visitation pattern. The goal was to get the customers back on board who had demonstrated signs of visiting other casinos. The main objective of the DBM programs were to ensure the improvement in the performance of the above mentioned parameters. In order to achieve this quantitative models were developed so as to understand the behavior pattern of the customers and make logical predictions based on the same. This was seen as an analytical CRM model that was predictive & therefore, completely different from how the company viewed it’s key customers. Analytical CRM was implemented through the following programs: ->New Business Program: ->Loyalty Program Frequency Upside ->Loyalty Program Budget Upside ->Retention Program 3. Explain how the concept of customer worth/ customer lifetime value has been applied at Harrah ’s casino in the Database marketing efforts to gain a competitive edge in the industry w.r.t key performance indicators Making use of customer’s usage of the various facilities within the casino an analytical method was developed so as to prepare a profile of all the customers and prepare a heuristic that helped predict the customer ’s net worth and expected amount to spend in the casino. Harrah’s came up with a new model to improve performance on each of the KPIs: customer acquisition, building loyalty, and customer retention. Database marketing: In this method customers were identified who could be targeted for the casino offers. This decision is made with the aid of decision science tools that helped in knowing the expected revenue from each customer
Image of page 2

Subscribe to view the full document.

Proactive marketing: This is an opportunity-based form of customer segmentation. This process required Harrah's to track customers’ play preferences, betting patterns, where they liked to eat in the casino and whether they stayed the night, how often they visited, how much and how long they played. This
Image of page 3
Image of page 4
  • Fall '15
  • PP

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask You can ask ( soon) You can ask (will expire )
Answers in as fast as 15 minutes