Question 1: Choose one or more definitions from the theory discussed in class to describe CRM as implemented by Harrah´s Entertainment Inc. I believe that the combination of Kotler´s and Zigmund‚McLeod‚ Gilbert definition of CRM perfectly describes the situation of Harrah´s Entertainment Inc. Kotler refers to CRM as: “the process of managing detailed information about individual customers and carefully managing all customer touch points to maximize customer loyalty”. Zigmund‚ McLeod‚Gilbert definition
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drove Harrah’s customer relationship strategy Loveman’s goal was to increase revenue by gaining a larger percentage of the gaming dollars of their customers. Based on customer focus groups‚ the company determined that its best customers only spent 36% of their gaming budget at Harrah’s. Loveman’s strategy was to increase this percentage through a combination of targeted incentives and better customer service. 2. Discuss whether Harrah’s business and IT strategies
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HARRAH*S ENTERTAINMENT THE FACTS________________________________________ • Founded in 1937 in Reno‚ Nevada by Bill Harrah • One of the world’s most renowned provider in casino entertainment • Operates nearly 40 casinos in three countries under the Harrah*s‚ Caesars‚ Horseshoe‚ Bally’s‚ Flamingo‚ Paris‚ Rio‚ Showboat‚ Harveys‚ and Grand Casino Resort brand names • More than 40‚000 employees • Posted more than $4 billion in revenue and $235 million in net income in 2002 THE HISTORY ________________________________________
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Strategic Marketing Management Case Study: Harrah’s Entertainment Inc 1. What are the objectives of the various Data Base marketing programs and are they working? From DBM‚ the company created four programs: (I) New Business Program‚ designed to improve the effectiveness at converting new customers – this program target customers with high predicted worth‚ with an offer that was more competitive; (ii) Loyalty Program – Frequency Upside‚ designed incentive customers to visit Harrah’s property
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exceptional data asset leverage in the service sector‚ focusing on how this technology enables world-class service through customer relationship management. Gary Loveman is a sort of management major trifecta. The CEO of Harrah’s Entertainment is a former operations professor who has leveraged information technology to create what may be the most effective marketing organization in the service industry. If you ever needed an incentive to motivate you for cross-disciplinary thinking‚ Loveman provides
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1. Describe the IT aspects and functionalities of WINnet‚ NCR and Active Enterprise systems. How did these systems support the unique features of the Total Rewards Program and other aspects of customer relationship management? What were the benefits of the systems in terms of the sort of analysis they enabled? WINet was develop by Boushy and his team to solve the database of customer cannot working on the different system. All of the company’s transactional‚ slot machine‚ hotel management‚ and
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to the Cherokee’s profitability. Despite these shortcomings‚ the Cherokee carries a 98.6 percent occupancy rate and return 60 percent margin on revenue to the Cherokee tribe. Scale and Scope of the Problem Revenue management systems typically allow users to see between 3 and 7 percent improvements in yield revenue. However‚ the Harrah’s chain has seen 15 percent improvements. The Harrah’s Cherokee Casino and Hotel is the company’s largest contributor to these improvements. The Cherokee is a
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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)
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William F. Harrah Daniel Seutter The gaming industry is one of the largest industries in the world. Nowadays people can find casinos and gambling in almost every region in the world. There are gambling locations on cruise ships‚ in airports‚ and even gas stations. The gaming industry has evolved over many years and a lot of it as to do with the help from William F. Harrah. William F. Harrah is the founder of the popular Harrah’s casinos. He is one of the pioneers that helped shape the gaming
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invested in people development and bonus rewards. Company has introduced a gain-sharing program where employees were rewarded for improving customer service. This program has required employees to have more interacts with customer such as hand shake “employees can lose their jobs for not interacting with customers in the regulated manner”‚ Loveman‚ the new COO of Harrah has said. Employees were rewarded for percentages of improvement in customer service scores within the department and within
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