Harrah’s Entertainment

Inc.
 Key Questions
 3 Competencies to become Market Leader ?
 Shortcomings of Harrah’s ?
 How did Harrah’s overcome these
shortcomings ?
 What were the key focus areas of CRM
initiatives at Harrah’s?
 What should Harrah’s do to further consolidate
its position ?
3 Key competencies
 Innovations of product
 Cost structure
 Relationships/ Customer intimacy
Weakness
 Standalone business properties (21 casinos
in 17 cities; in all 5 major casino markets)
 50 year old company, old properties
 Undistinguished service
 Got only 36% of gaming dollars
 Overcoming the Shortcomings
 Changing the Organization structure, building
Harrah’s brand & delivering extraordinary
service and exploiting relationship marketing
opportunities
 Understood the pulse of gamers; “Exuberantly
alive”…. “advertised around the felling of
exuberance”…. “demonstrably better service”
 Best service award for 3 years in a row
 CRM Initiatives
 Development of quantitative tools to accurately predict the
customer worth
 Building relationships…Sophisticated customer profile
 Total Gold Program to capture data & integration of properties
(Patented)
 Marketing experiments – Low offer generated far more
gambling. Eliminated same day cash
 Direct relationship marketing – New business, Loyalty &
Retention
 Customer profitability based segmentation & target programs
 Total Gold Program - Tiered Total Rewards Program – Gold,
Diamond & Platinum

Usage of Customer Intelligence

for effective CRM