Harrah's Database Gamble
Case Study On
Harrah’s Big Database Gamble
Submitted By:
Pratik Mohire
HARRAH’S BIG DATABASE GAMBLE
BRIEF ABOUT THE CASE
Harrah’s is the world largest provider of branded casino entertainment; it has around 25 million customers (2001) 25 casino with 40,000 gambling machines in 12 states. For years it had been a fairly small gambling company but, by 2001, had emerged as the second largest in the industry. By the mid-1990s, the gambling Business was flourishing and it was difficult for Harrah’s to survive in the markets due to intense competition, so they came up with a strategy of introducing a customer relationship management (CRM) software which helps to know their customers exceptionally well. A CRM system coordinates all business processes for dealing with customers, which in Harrah’s case includes both gambling and hotel customers. .The overall system Harrah’s developed has been named WINet (Winner’s Information Network) .The heart of CRM strategy was customer loyalty program called TOTAL REWARDS .Harrah’s CRM-based strategy appears to be a great success. Harrah’s say it keeps the customer information confidential and that it is not out to exploit gamblers. However, opponents of the gambling industry have criticized Harrah’s use of customer data. Harrah’s claims the Total Rewards program actually gives these people rewards instead of encouraging them to gamble more. He Further clarified that All we used to know was how much money we made on each machine, but we couldn’t connect what kind of customer used them , but with the help of technology he could get all the data of the customers.
ANALYSIS and INTEREPATATION
• Harrah’s uses an innovative strategy to survive in the market i.e. CRM Software • More focus on customer satisfaction and in turn gaining customer loyalty. • Harrah’s effective use of the technology helped him to grow his business.
SWOT ANALYIS
STRENGTHS • Different approach than
Harrah’s Big Database Gamble
Submitted By:
Pratik Mohire
HARRAH’S BIG DATABASE GAMBLE
BRIEF ABOUT THE CASE
Harrah’s is the world largest provider of branded casino entertainment; it has around 25 million customers (2001) 25 casino with 40,000 gambling machines in 12 states. For years it had been a fairly small gambling company but, by 2001, had emerged as the second largest in the industry. By the mid-1990s, the gambling Business was flourishing and it was difficult for Harrah’s to survive in the markets due to intense competition, so they came up with a strategy of introducing a customer relationship management (CRM) software which helps to know their customers exceptionally well. A CRM system coordinates all business processes for dealing with customers, which in Harrah’s case includes both gambling and hotel customers. .The overall system Harrah’s developed has been named WINet (Winner’s Information Network) .The heart of CRM strategy was customer loyalty program called TOTAL REWARDS .Harrah’s CRM-based strategy appears to be a great success. Harrah’s say it keeps the customer information confidential and that it is not out to exploit gamblers. However, opponents of the gambling industry have criticized Harrah’s use of customer data. Harrah’s claims the Total Rewards program actually gives these people rewards instead of encouraging them to gamble more. He Further clarified that All we used to know was how much money we made on each machine, but we couldn’t connect what kind of customer used them , but with the help of technology he could get all the data of the customers.
ANALYSIS and INTEREPATATION
• Harrah’s uses an innovative strategy to survive in the market i.e. CRM Software • More focus on customer satisfaction and in turn gaining customer loyalty. • Harrah’s effective use of the technology helped him to grow his business.
SWOT ANALYIS
STRENGTHS • Different approach than