Marketing Management Case Study

Customer Relationship Management at Harrah’s Entertainment

OR

Abstract:
The casino industry in the US was considered to be one with a large number of fickle customers. The operators were forced to continuously change, renew, and rejuvenate themselves in order to survive in the industry. In this regard, players like MGM, Caesars and Mandalay resorts were concentrating on building replicas of the Eiffel Towers, volcanoes and sinking ships in order to lure customers. Harrah’s, on the other hand, focused on customer relationship management (CRM). Harrah’s had developed a CRM programme way back in 1998, and in 2003, it saved $20 million a year in overall costs and earned $1.23 billion in cross- market play.

Pedagogical Objective:

• To discuss how Harrah’s used the database of customers (which recorded the spending, shopping and gambling patterns at all the different properties of Harrah's in real time) to treat them better and thereby establish, strengthen and convert relationship.

Keywords : Customer relationship management; CRM, Customer Loyalty, Relationship marketing; Competitive advantage; Low price; Extended customer benefit, Marketing Management; Marketing Mix; Market Segmentation; Product Life Cycle; New Product Development; Consumer Behavior; Marketing Case Studies; MBA; Marketing Course for MBA; Marketing Course Case Map; Course Case Map; Case Map