Indentify how Harrah's used IT to get competitive advantage in “Diamonds in the Data Mine” by Gary Loveman. Harrah’s success in the market is due to improved facilities with breakthroughs in marketing and customer service. It maintains its competitive advantage by using human capital and technology systems to get to know its customers better. The company first builds customer royalty to all Harrah’s properties by using a reward program called Total Gold which gives regular customers with incentives to visit Harrah’s properties throughout the country. However, this program does not differentiate Harrah from its competitor. Thus Harrah focuses on a new reward program called Total Rewards program which widen its scope by adding excitement and benefits. It invest in the development of intellectual and technological capabilities needed to assemble and analyze data about its core customers. Enterprise Resource Planning (ERP)
Before Loveman works at Harrah, the company views each casino as a stand-alone business. Now the company adopt a market driven strategy which built customer royalty to all Harrah’s properties. Harrah invests in a new ERP system which allows it to use collected information about customers immediately and automatically. Business Process Reengineering (BPR)
Harrah analyze and redesign workflow within the enterprise by slicing and dicing the data finely enough that it could develop effective marketing programs. To obtain its targeted data driven marketing, it gathers more and more information about customer preferences, run experiments and analyze the data. Customer Relationship Management (CRM)
Harrah also focuses on absolute customer satisfaction in addition to data mining and decision-science marketing. It offers great service which would build capacity to brand itself as the only nationwide consumer gambling business. With new database strategies the company can manage all aspects of customer’s relationship to increase customer loyalty and...
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