Case Study Harrah’s Entertainment: Hitting the Crm Jackpot
Briefly discuss Harrah’s marketing information system, using Figure 4.1 as a guide.
Harrah’s marketing information system is well developed from the top down. It follows a kind of circular flow that enables it to be the best in the entertainment experience world. It follows figure 4.1 of our book to perfection. At the core of its marketing information system is the relentless will and dedication to know its customers as best as possible. The nucleus of the core is the Total Rewards programs it offers. Without it, it wouldn’t be as successful at learning or knowing as much as it does or finds out and translate that into successful customer satisfying culture. Through this program it is able to gather information and respond to the target markets, marketing channels, competitors, publics, and macro environment forces. Although it doesn’t respond to all of players in the marketing environment directly, it may be able to notice that customer expenditures have decreased during the Great Recession and respond in the way that is sees best. Having information available, it is then able to design effective marketing program or individual and effective customer satisfaction offers centered on each individual’s profile. Finally, armed with all the information, it then goes out and employs the necessary moves to retain its customers, enhance product penetration, or create a new service or any other move as best fitted for the data collected. Through this carefully and fluent cycle of data gathering, marketing research, and superior service; Harrah is able to connect the marketing environment, marketing information system, marketing managers, and other information users into a system that delivers the best service to each customer.
Harrah’s marketers start by assessing user information needs. These needs for Harrah’s marketers include just everything possible relevant to what each every individual does, uses, and prefers. The information now can be assessable
Harrah’s marketing information system is well developed from the top down. It follows a kind of circular flow that enables it to be the best in the entertainment experience world. It follows figure 4.1 of our book to perfection. At the core of its marketing information system is the relentless will and dedication to know its customers as best as possible. The nucleus of the core is the Total Rewards programs it offers. Without it, it wouldn’t be as successful at learning or knowing as much as it does or finds out and translate that into successful customer satisfying culture. Through this program it is able to gather information and respond to the target markets, marketing channels, competitors, publics, and macro environment forces. Although it doesn’t respond to all of players in the marketing environment directly, it may be able to notice that customer expenditures have decreased during the Great Recession and respond in the way that is sees best. Having information available, it is then able to design effective marketing program or individual and effective customer satisfaction offers centered on each individual’s profile. Finally, armed with all the information, it then goes out and employs the necessary moves to retain its customers, enhance product penetration, or create a new service or any other move as best fitted for the data collected. Through this carefully and fluent cycle of data gathering, marketing research, and superior service; Harrah is able to connect the marketing environment, marketing information system, marketing managers, and other information users into a system that delivers the best service to each customer.
Harrah’s marketers start by assessing user information needs. These needs for Harrah’s marketers include just everything possible relevant to what each every individual does, uses, and prefers. The information now can be assessable