Harrah's CRM Strategy


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : MKTG105 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes
Case Length : 15 Pages
Period : 1998-2005
Pub Date : 2005
Teaching Note : Not Available
Organization : Harrah's Entertainment Incorporated
Industry : Casino/ Entertainment
Countries : US

Abstract:

This case gives a detailed account of customer relationship management (CRM) initiatives pursued by Harrah's Entertainment Incorporated, a leading casino entertainment company in the US. It explains the various elements of Harrah's CRM strategy and how each element contributed to the overall success of the strategy. The case describes the Total Gold customer loyalty program and explains how it evolved into a Total Rewards program that helped Harrah's win the loyalty of its customers. The case also details the use of IT in CRM by Harrah's including data warehousing initiatives and the use of decision science tools that allowed the company gain insights into its customers' gaming behavior and provide them with personalized services.

Issues:

• Understand and appreciate the importance of customer focus and relationship building in a successful CRM program.

• Examine the importance of capturing and using customer information in a CRM initiative.

• Study and analyze the role played by loyalty programs in developing and nurturing customer relationships.

• Understand the role played by IT in a CRM initiative.

Contents:

  Page No.
Introduction 1
Background Note 2
The CRM Program 3
Using Information Technology for CRM 8
The Benefits 9
Exhibits 11

Keywords:

Harrah's,Customer Relationship Management,Total Rewards Program,Customer Loyalty,Business Intelligence,Data Warehousing,Contact Management,Cross-market Play,Decision Science Tools,COGNOS,SAS,Revenue Management,Customer Service

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