Harrah
1. Discuss the factors that drove Harrah’s customer relationship strategy
Loveman’s goal was to increase revenue by gaining a larger percentage of the gaming dollars of their customers. Based on customer focus groups, the company determined that its best customers only spent 36% of their gaming budget at Harrah’s. Loveman’s strategy was to increase this percentage through a combination of targeted incentives and better customer service.
2. Discuss whether Harrah’s business and IT strategies were aligned, and what factors contributed to or detracted from achieving alignment
Data drives strategy. Harrah’s could not have implemented its customer-driven strategy without its Total Rewards program and its 300G data warehouse. In the past, business intelligence initiatives have often failed when IT managers take the “Field of Dreams†approachâ€â€Ã¢â‚¬Å“if you build it, they will come.†Loveman’s description of the Harrah’s experience shows that a focused, strategy-driven data warehouse can help your organization cash in on the diamonds in your data mine.
Measured and rewarded employees based on customer satisfaction. All workers at each casino receive bonuses based on the casino’s customer satisfaction scores.
3. Discuss the integration between Harrah’s patron database and the marketing workbench.
Patron database served for data storage. Marketing workbench uses the information store in patron database to perform analytics. It cross users information such: costumer preferences to predict what future services and rewards will be offer to that customer
4. Give examples of how Harrah’s has implemented closed loop marketing.
The system helps Harrah to identify its best customers. They found that 26% of gamblers generated 82% of their revenue and that these customers were not the traditional ‘high-rollers.’ They were retirees and local
Loveman’s goal was to increase revenue by gaining a larger percentage of the gaming dollars of their customers. Based on customer focus groups, the company determined that its best customers only spent 36% of their gaming budget at Harrah’s. Loveman’s strategy was to increase this percentage through a combination of targeted incentives and better customer service.
2. Discuss whether Harrah’s business and IT strategies were aligned, and what factors contributed to or detracted from achieving alignment
Data drives strategy. Harrah’s could not have implemented its customer-driven strategy without its Total Rewards program and its 300G data warehouse. In the past, business intelligence initiatives have often failed when IT managers take the “Field of Dreams†approachâ€â€Ã¢â‚¬Å“if you build it, they will come.†Loveman’s description of the Harrah’s experience shows that a focused, strategy-driven data warehouse can help your organization cash in on the diamonds in your data mine.
Measured and rewarded employees based on customer satisfaction. All workers at each casino receive bonuses based on the casino’s customer satisfaction scores.
3. Discuss the integration between Harrah’s patron database and the marketing workbench.
Patron database served for data storage. Marketing workbench uses the information store in patron database to perform analytics. It cross users information such: costumer preferences to predict what future services and rewards will be offer to that customer
4. Give examples of how Harrah’s has implemented closed loop marketing.
The system helps Harrah to identify its best customers. They found that 26% of gamblers generated 82% of their revenue and that these customers were not the traditional ‘high-rollers.’ They were retirees and local