Case Study Harrah’s Entertainment: Hitting the Crm Jackpot Essay

Through sustaining the customer relationships, leaders of the company have realized that “becoming nearer to the consumer” is vital for the progression.

| Enterprise’s customer-oriented culture has attracted and maintained loyal relationships with customers. It was essential for success. Its employee relations have also created responsible management structure, in which managers are flexible in resolving local circumstances. Management is also strongly patriotic about their company, which is an enormous asset for Enterprise.

Intro The business environment is very competitive. Consequently, companies need to offer customers efficient and reliable service. If they do not, customers will switch to more consumer efficient companies. Furthermore, as companies grow in size, it becomes harder to keep track of the growing amount of customer information. If a company does a poor job of organizing and maintaining customer records and data, it can result in problems for both the company and the consumer. This paper will focus on the Minnesota Mining and Manufacturing Company, more commonly known as 3M, and how it improved its customer service and reduced cost by improving its management information system. Sources consulted

In addition, they have always had a focus on providing superior customer service and personalizing their guests’ experiences. In fact, they pride themselves on their extremely attentive service which includes a 2:5:1 staff-to-guest ratio. They have a true integrative-care model, and therefore want the Canyon Ranch experience to be customized to their customer needs. Management is strongly committed to this initiative of providing an unparalleled standard of customer service. In terms of CRM, they are keenly aware of the potential that customer data offers, as well as the risks of not using it properly. For example, Canyon Ranch executives believe that if properly integrated, the Health and Healing Department could offer important synergies with other departments. A CRM strategy will enable Canyon Ranch to deepen their relationships with their customers, therefore providing an unprecedented level of customer service, as well as a competitive advantage.

Like Harrah’s, our casino’s distinctive capability is customer loyalty and service (Davenport & Harris, 2007). Our main goal is to continuously bring new and prior customers to the casino, provide with them exceptional service and entertainment, and have them leave with the intent to return.

There are two main overall objectives of Harrah’s Database marketing (DBM) programs. First, Harrah’s strived to build, increase and retain customers’ loyalty to their brand, similar to the way people tend to be loyal to their mechanic or hair dresser. The strategy to achieve this goal was to ensure that they crafted and sustained a relationship with their customers and reinforced the emotional tie with personalized attention and fast service. The second objective piggy-backs on the first – that customer loyalty will yield incremental business and increase company revenue.

Customer Operations Group, C. Greystone expressed frustration with his divisions’ performance—he has also stated, “We’ve been forced”; VP Northeast Region, B. Walker stated, “some branch managers seem to spend most of their time worrying about the new performance measurement system—the skills and attitudes on many levels are mismatched with our current needs”; Branch Manager M. Pauley asks, “Exactly who handles all the pieces of a sale like this”, Sales Team Member 3 stated the situation is getting depressing. The organizational behavior put forth by the CEO and the Research and Advanced Development Group manufactured an internal discontent with divisions and individuals. As a result, the needs of the Manufacturing and Marketing were not considered and retain the support needed to function. The lower level individuals in the these divisions were unfairly treated and disengaged from the goal of the company which lead to ambiguity of company clear and direct goals (accountability and responsibility); flawed construction of Business Units and Sub Units; mass confusion of consolidating; geographic displacement; lack of division communication; lack of training; and most importantly the lack of sharing product

Best Buy, a familiar retailer in the technology world, is struggling to stay on top. Online and mass stores have cornered the market in terms of convenience, customer service and price matching. The recent closing of over two hundred stores alongside falling sales has experts predicting that the giant won’t be in business long. Using a results-only work environment (ROWE), Best Buy has removed the customer from the equation and forced many employees out. A marketing disaster, Best Buy must change its marketing strategy from sales-based to a customer-based to stay afloat.

Managers who doubt this financial IT investment should ask themselves if they can afford loosing a customer on the grounds of not satisfying his needs. Since the rare resource of a company is its capabilities that create value with the technology, while actively implementing the CRM technology, on top of all the current capabilities and expertise already employed by Wyndham, it would be beneficial to add additional supporting business processes such as Newsletters, that can be published weekly or monthly, making sure not to bore the reader with regular issues of nonsense, but highlight the special program services and the company’s new moves in the field, Regular follow up calls to identify with the customers and find out how they are doing and regular market/satisfaction surveys that can be sent by e-mail, post online and most important, reviewed regularly by the company. An online guest feedback system can be implemented to help track customer service levels. Believing that taking care of the hotel’s employees will result in them taking care of the guests, a natural extension would be to implement an online employee opinion system as well, where employees can complete an online survey to measure their satisfaction and provide an immediate feedback. A key driver of guest satisfaction is how well employees handle issues that arise during a guest`s stay. It

The critical factors in the successful transformation of British Airways were changing the culture of the organization for the employees and the consumers. British Airways embarked on an aggressive media campaign that helped change the “face” of the airline. Their new tag line was “The worlds favourite airline”. Customer service became the number one priority for all employees. Lead by Colin Marshall, “an enabling culture (was put) in place to allow customer service to come out, where rather than people waiting to be told what to do to do things better, it’s an environment where people feel they can actually come out with ideas, that they will be listened to, and feel they are much more a part of the success of the company” Jick (2011)(p.30). A “Putting People First” (PFF) program was instituted for all front line employees. This helped to unify the employees with the new vision of customer service first for the company. During these two day mandatory meetings, all front line staff interacted with all levels of managers and leaders on an even playing

As the economy is in a state of confusion, it is important that HN constantly monitor their marketing strategies. The implementation stage is quite difficult, especially as unforeseen situations may arise that put in jeopardy the success

It is imperative to satisfy customers and give them an amazing experience at the company. While it cost less to sell to existing customers and companies can increase profit by selling to the same customers; if customers are satisfied, there is more chance they will come back for more services or products. Satisfied customers are a free marketing for the company. However, it is the opposite if customers are dissatisfied. Dissatisfied customer will tell 8 to 10 people about his or her experience (O’Brien, A & Marakas, G. 2004). If by any reason, representatives see that the customer is not satisfy, they should act fast and fix the problem. Furthermore, there is more chance for sale representatives to sell to an existing customer that to a new customer. A good strategy for customer retention is to reward good customers. Companies can easily do

5. RELATIONSHIP MARKETING: In this competitive era, companies are always looking for ways to develop and maintain a long lasting relationship with customers, employees and even suppliers. Relationship marketing is two way traffic; it goes beyond just making ‘sales’ and companies are beginning to realize. Good relationship with customers is a strategic weapon for any company, this is because long term customers buy more, do referrals and give back valuable and truthful feedback. Keeping a customer requires an extra effort. According to the founder of Walmart: “There is only one boss, the customer, and he can fire

The merging of the customer data from sales and the call center interactions has created the more informed interactions with the customer (Petersen, 2004). The concept rang with the user organizations and mergers and acquisitions created a host of software that the vendors claimed to have an integrated set of capabilities that became known as customer relationship management (Petersen, 2004). Companies wanted to learn more about each and every individual customer and use the information to effectively take care of and manage their relationships, and yet increased customer satisfaction and profit.

It would have been good if this fundamental vision was in place right at the very beginning of the company’s formation. In the end it is the customers that make the company, so it makes sense to work towards satisfying this customer relationship. To become profitable and achieve market share are secondary objective that can be measured on a annual basis and overall company well being targets can be rewarded with incentives that link into the company’s performance as opposed to individual contribution to the company’s success.