1990s – Gambling legalized
* led to intense rivalry between casino operators who started spending millions of dollars in opening new extravagant properties that featured shopping malls and hotels in order to attract customers. * Harrah’s realized that about 90 percent of its revenues came from its casino business and not from associated ventures. * Instead of opening lavish properties, Harrah's initiated a customer relationship management (CRM) program that aimed at developing long-term relationships with its customers that would enable the company to capture a bigger market share in the gaming business. * (Harrah’s is now known as Caesars)
CRM - Abbreviation for customer relationship management.
* entails all aspects of interaction that a company has with its customer, whether it is sales or service-related. enables businesses to:
* Understand the customer
* Retain customers through better customer experience
* Attract new customer
* Win new clients and contracts Increase profitably
* Decrease customer management costs
* - Gives members points based on the amount they spend at Harrah’s facility. * Over 80% of Harrah’s customers – 40 million in all – use the Total Rewards card. That’s roughly one in six adults in the US. * Allows Harrah’s to see the needs and wants of each customers * Allows them to know which customer should be awarded with free show tickets, dinner voucher, room upgrade and such. * The system works so well and fast that the minute you swipe your card, the hotel manager would be able to know all your history and cand determine whether you should get a room upgrade * Now they can also track your non-gambling experience like spa, hotel rooms, food or shows.
2. Describe the relationship between Harrah’s marketing information system and Harrah’s...