Case
Management Information Systems
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Case Analysis
Harrah’s high Payoff from Customer Information
Date: 16th March 2006
Submitted By:
)
1. Discuss the factors that drove Harrah’s customer relationship Strategy.
a) Integration of various casinos – This was the most important and effective step taken by Harrah. The integration helped them maintain commonalities in the gambling experience for customers. This in turn helped them in building a brand for the organization and subsequently increasing their customer base.
b) Customer relationship Management through IT – The decision to use information technology for CRM had been very successful and has helped Harrah retain and capture new customers. The Information technology system consisted of the following parts:
a. WINet – WINet helped the organization to collect customer data from various source systems, integrate the data around customer and thus analyze and identify target market segments and offers to introduce. b. PDB – PDB served as an operation data store and provided a cross property view of its customers. Day to day data about each customer’s games, profiles etc. are collated and stored in this database and the data is available to the employees by customer, casino, hotel, event, gambling product, and tracked play. c. Marketing Workbench – It served as Harrah’s data warehouse and was sourced from the patron database. It stored daily detail data for 90 days, monthly information for 24 months and yearly information since 1994. It was used by marketing analysts to determine each customer’s preference and predict the services and rewards that they will want.
c) Closed loop marketing – Harrah used closed loop marketing to make the offers and rewards offered more beneficial for the organization and increase customer satisfaction. The effectiveness of each offer and reward was tracked and improvements were made based on the action/non-action of the
[pic]
Case Analysis
Harrah’s high Payoff from Customer Information
Date: 16th March 2006
Submitted By:
)
1. Discuss the factors that drove Harrah’s customer relationship Strategy.
a) Integration of various casinos – This was the most important and effective step taken by Harrah. The integration helped them maintain commonalities in the gambling experience for customers. This in turn helped them in building a brand for the organization and subsequently increasing their customer base.
b) Customer relationship Management through IT – The decision to use information technology for CRM had been very successful and has helped Harrah retain and capture new customers. The Information technology system consisted of the following parts:
a. WINet – WINet helped the organization to collect customer data from various source systems, integrate the data around customer and thus analyze and identify target market segments and offers to introduce. b. PDB – PDB served as an operation data store and provided a cross property view of its customers. Day to day data about each customer’s games, profiles etc. are collated and stored in this database and the data is available to the employees by customer, casino, hotel, event, gambling product, and tracked play. c. Marketing Workbench – It served as Harrah’s data warehouse and was sourced from the patron database. It stored daily detail data for 90 days, monthly information for 24 months and yearly information since 1994. It was used by marketing analysts to determine each customer’s preference and predict the services and rewards that they will want.
c) Closed loop marketing – Harrah used closed loop marketing to make the offers and rewards offered more beneficial for the organization and increase customer satisfaction. The effectiveness of each offer and reward was tracked and improvements were made based on the action/non-action of the