Harrah S Sec G Group 11
Submitted By: Group 11
Ankit Chopra| Preeti Agarwal| Debsoumo Das| Amita 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) i.r business units run in silos Revenues/total spend of customers was low
Strong competition(leading to high attrition) and limited space for innovation Low brand loyality Valuation of customers on observed play led to loss of potential customers On ground service was notupto the mark
Initially marketing was done on property basis i.e. different approach was followed for Harrah’s casino in different states. This led to casino working in silo and there was no integration of data
Transaction data was not integrated
Revenues per dollar for Harrah was very low indicating low brand loyalty amongst their customers
Customers were rated only on their observed play which led to loss of high worth customers & loss of revenue Harrah’s was losing customer base to other competitors such as mirage who had core competency in innovation in design of casinos.
80-20 rule applied to Harrah’s customers so it was essential to focus on more revenue generating customers & at the same time attracting new ones
Inefficient promotional strategy – It was found using marketing experiments that less attractive offers were more profitable
To retain customers showing signs of attrition
Efficient investment in customers to generate more revenue of their customers total spending in casinos Low brand loyalty
Cross market visitation of Harrah’s customers were low leading to loss of revenue of more than
Ankit Chopra| Preeti Agarwal| Debsoumo Das| Amita 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) i.r business units run in silos Revenues/total spend of customers was low
Strong competition(leading to high attrition) and limited space for innovation Low brand loyality Valuation of customers on observed play led to loss of potential customers On ground service was notupto the mark
Initially marketing was done on property basis i.e. different approach was followed for Harrah’s casino in different states. This led to casino working in silo and there was no integration of data
Transaction data was not integrated
Revenues per dollar for Harrah was very low indicating low brand loyalty amongst their customers
Customers were rated only on their observed play which led to loss of high worth customers & loss of revenue Harrah’s was losing customer base to other competitors such as mirage who had core competency in innovation in design of casinos.
80-20 rule applied to Harrah’s customers so it was essential to focus on more revenue generating customers & at the same time attracting new ones
Inefficient promotional strategy – It was found using marketing experiments that less attractive offers were more profitable
To retain customers showing signs of attrition
Efficient investment in customers to generate more revenue of their customers total spending in casinos Low brand loyalty
Cross market visitation of Harrah’s customers were low leading to loss of revenue of more than