Harrah*S Entertainment Case Study

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HARRAH*S ENTERTAINMENT

THE FACTS________________________________________
Founded in 1937 in Reno, Nevada by Bill Harrah
One of the world’s most renowned provider in casino entertainment •Operates nearly 40 casinos in three countries under the Harrah*s, Caesars, Horseshoe, Bally’s, Flamingo, Paris, Rio, Showboat, Harveys, and Grand Casino Resort brand names •More than 40,000 employees

Posted more than $4 billion in revenue and $235 million in net income in 2002

THE HISTORY
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In the volatile world of the gaming industry, renowned casino provider, Harrah*s understands the importance of ensuring the consumer’s complete satisfaction during their stay at their facilities. The history of Harrah*s can be traced back to 1937 when Bill Harrah opened his first bingo parlor in Reno, Nevada and eventually went on the buy ‘The Mint Club’ in downtown Reno. Bill understood the value of customer service early on as he installed steam pipes at the club entrance so his customers did not have to walk in the snow while coming to the club during the winter. Seventy years later, Harrah*s continues to lead the pack when it comes to delivering superior customer value. Today, when people visit Las Vegas, they are expecting to be dazzled and entertained by opulent, choreographed water fountains; spirited pirates “battling” for gold and riches; roller-coaster rides that give guests a special “tour” of “the city”; rare white tigers; and world-class entertainers found at many of Harrah*s competitors. However, Harrah*s competitive strategy lies within their strategic focus on the superior quality of its guests gaming experience from the time they walk into their many branded facilities to the time they leave through personalized relationship building facilitated by their evolving customer relationship management database (CRM) tools and processes.

THE CHALLENGE
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During a time when...
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