Diamonds in the Data Mine

Topics: Customer relationship management, Customer service, Customer Pages: 2 (633 words) Published: August 30, 2011
1. Customer Relationship Management is a strategy used by many businesses in order to improve their relations with their customers; in this case Harrah’s entertainment differentiated itself from its competitors thanks to its CRM strategies. The most important strategy would be the clients’ significant database whereas Harrah’s main objective is to gain its clients loyalty by collecting as much information as possible about them. In order to get more into details they gathered the data in a very efficient way to be able to understand firstly the Customer’s worth, and then use it depending on the clients’ activities and preference. All of this information wouldn’t be gathered efficiently if it wasn’t from the use of recent technology facilities. Second of all, the customer service is necessarily to gain the customer’s trust and keep him coming back frequently. And the best way to do so is to train and encourage employees and this by rewarding them each time they highly considered the client’s needs. Lastly, in order to gain the customers loyalty, promotions and price discounts were taking into consideration. 2. First of all, the fact that Harrah’s put to use the most recent technology by focusing on developing the intellectual and technological capabilities in order to gather as much information as possible in a very detailed way, puts him ahead from all its competitors. In fact the creation of the innovative player-card program “Total gold” helped increase the client’s loyalty, this program wasn’t only able to gather simple data, but advanced enough to track the clients’ activity and identify him prior to his preferences and activities (300 GB transactional database). Another technology that Harrah’s was able to develop was quantitative models in order to predict the customer worth by understanding his lifetime value. 3. Harrah’s customers’ database focus was first of all a success, being able to gather database in such an efficient way and having for objective...
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