Question 1: Choose one or more definitions from the theory discussed in class to describe CRM as implemented by Harrah´s Entertainment Inc. I believe that the combination of Kotler´s and Zigmund‚McLeod‚ Gilbert definition of CRM perfectly describes the situation of Harrah´s Entertainment Inc. Kotler refers to CRM as: “the process of managing detailed information about individual customers and carefully managing all customer touch points to maximize customer loyalty”. Zigmund‚ McLeod‚Gilbert definition
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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
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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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Management Case Study: Harrah’s Entertainment Inc 1. What are the objectives of the various Data Base marketing programs and are they working? From DBM‚ the company created four programs: (I) New Business Program‚ designed to improve the effectiveness at converting new customers – this program target customers with high predicted worth‚ with an offer that was more competitive; (ii) Loyalty Program – Frequency Upside‚ designed incentive customers to visit Harrah’s property more frequently instead
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Sureka 1. Discuss the factors that drove the customer relationship strategy at Harrah’s. Harrah’s customer relationship management system has two main objectives: 1. Motivate customers so that they participate more using Total gold program 2. Using data from above & implementing individual marketing strategies for their customers using database marketing. The key factors which drove Harrah’s to adopt the above strategy are as follows: Marketing done on property basis( no integration of customer data)
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Case study: Harrah’s Solid Gold CRM for the Service Sector Harrah’s Entertainment provides an example of exceptional data asset leverage in the service sector‚ focusing on how this technology enables world-class service through customer relationship management. Gary Loveman is a sort of management major trifecta. The CEO of Harrah’s Entertainment is a former operations professor who has leveraged information technology to create what may be the most effective marketing organization in the service
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Title A study of marketing strategy of shopping centre for customer retention in Hong Kong Author(s) Chu‚ Ka-wai; g1Vag Citation Issue Date 2009 URL http://hdl.handle.net/10722/128605 Rights The author retains all proprietary rights‚ (such as patent rights) and the right to use in future works. A STUDY OF MARKETING STRATEGY OF SHOPPING CENTRE FOR CUSTOMER RETENTION IN HONG KONG by CHU KA WAI DISSERTATION Submitted in partial fulfillment of the requirements
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CUSTOMER RELATIONSHIP MANAGEMENT IN MARKETING FINANCIAL SERVICES (A CASE STUDY OF UNIBANK GHANA LIMITED) ABSTRACT Customer relationship management is a customer focused business strategy that dynamically integrates sales‚ marketing and customer services‚ in order to create and add value for the company and its customer. Consequently‚ the research project addresses problems of customer relationship management in the banking industry. Some of the problems are in the past few
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Sino College Customer Relations Management Strategies Victor Chak Billy Keung Jonathan Cheung Customer Relationship Management (BMC 333) Kenneth Ng 22/11/2013 Table of Contents Introduction 1 Contents 2 1.Organization background 1.1 Weakness in CRM strategies 2.1 2.New mission statement 2.1 Slogon & core value 2.2 Target market selection 2.2 3.New Loyalty program 2.4 4.General Customer relations strategies 2.5 Conclusion Reference Introduction
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1. Describe the IT aspects and functionalities of WINnet‚ NCR and Active Enterprise systems. How did these systems support the unique features of the Total Rewards Program and other aspects of customer relationship management? What were the benefits of the systems in terms of the sort of analysis they enabled? WINet was develop by Boushy and his team to solve the database of customer cannot working on the different system. All of the company’s transactional‚ slot machine‚ hotel management‚ and
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