Processes Harrahs created and implemented robust processes to manage the

Processes harrahs created and implemented robust

This preview shows page 2 - 3 out of 8 pages.

- Processes – Harrah’s created and implemented robust processes to manage the customer life cycle relative to analysis, planning and knowledge management (this is in addition to the information technology systems in place to facilitate these processes). Sharing customer data across its multiple casinos and hotels to create a holistic view of its customers, and creating personalised rewards programmes are just two of the examples of the various ways in which Harrah’s converted information into insight. If IT were the primary driver for success, it should be logical to assume that similar use of IT will deliver similar results for all users (IT being sufficiently commonplace and ubiquitous now). This is clearly not the case here. Other casino groups didn’t quite achieve the same results with CRM that Harrah’s did. One of the major reasons for this gap is that a large number of loyalty programmes are designed to provide the same benefits across every individual spending band, without taking into account every customer’s desires and preferences. Harrah’s on the other hand observes customer behaviour and tailors the rewards according to the insight that it obtains from that observation. What also distinguishes Harrahs’ approach is the complexity of its loyalty program. It is designed to appeal to both big-time spenders as well as the small but steady gamblers. Harrahs’ strategy concentrates on building loyalty and growth at all levels. Harrah’s foresaw clearly the need to create marketing programs that would allow them to compete without continuing to pour additional capital into their properties. Also key to the success was the realisation that their core competency was in the relationships they created with their customers. IT systems were mere enabling tools that could expand that competency using automation. 2 Harrah’s has emerged as a leader in the gaming industry through a business strategy that focuses on knowing their customers well, giving them great service, and rewarding their loyalty. This keeps the customers coming back to one or the other Harrahs’ casinos. Apart from the use of information technology, the execution of this strategy has involved creative marketing and operational excellence to a very high degree. Throughout its history, Harrah’s has focused on building relationships with customers. Advances in information technology gave Harrah’s the opportunity to use data warehousing to implement a brand strategy. As Harrah’s moved from a property to a brand-centric view of customers, there was a need for business change, not just technical changes. Strong senior executive support was key to the overall success. Harrah’s was fortunate that in the beginning of its data warehousing initiative that the same person was both the CIO and Director of Strategic Marketing (clearly, this was not by chance).
Image of page 2

Subscribe to view the full document.

Image of page 3
  • 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