The Harrah 's Case ( Customer Relationship Management ) Research Paper Essay

CRM systems consist of history purchase and information of customers. It can help track customer more easily. It can reduce the process time and increase productivity.It will resist the activities of competitors attempting to attract customers’ patronage. Customers will loyal and would not switch

From an organizational and profitability standpoint, an efficient, easy to use, and unified CRM system, captures all key and critical data from sales and marketing to commercial operations, all the while focusing on sales process, sales efficiencies, and increasing sales, all contributing to the bottom-line profitability of the organization. Data has proven that CRM platforms increase the productivity and profitability of individual departments and subsidiaries, these same platforms and characteristics will have the same ramifications on a larger scale organization, especially an organization that spans the global footprint, such as

Canyon Ranch should absolutely implement a CRM strategy. For years Canyon Ranch has been the leader in the luxury segment of the spa industry, with a unique value proposition. However, competition has started becoming an increasing threat, as the trend has shifted towards convergence between medicine and spa services. There are a number of new players, and in order to maintain that point of differentiation, Canyon Ranch will need to build their relationships with their customers. In order to do that, they need to implement a CRM strategy.

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.

Customers are the backbone of every business which is why building a solid relationship is essential to the success of every business. In order to remain competitive companies must be able to meet the needs and wants of their customers. With new hotels and casinos on the rise in the Caribbean, the hotels and casinos operated under Diamond Cluster Entertainment are struggling to remain competitive. Their competitors are making themselves known via social media and other online marketing strategies. This company is ignoring the importance of social media which is why they are struggling to remain competitive and build a solid relationship with their loyal customers. Their competitors are also investing in loyalty programs that offer customers free rooms, room upgrades, casino credits, and other perks.

Synopsis of the Situation The Bellagio was one of 23 properties of MGM MIRAGE, one of the world's leading hotel and gaming companies. Located in the heart of Las Vegas, The Bellagio was widely recognized as one of the premiere casino resorts in the world. Richly decorated, the resort featured a conservancy filled with unique botanical displays, and eight-acre lake featuring over 1,000 fountains that performed a choreographed ballet of water, music, and lights, top-notch amenities and entertainment options, and 200,000 square feet of convention space. In the casino operations area, the Bellagio operated 2,409 coin-operated gaming devices (slot machines), and 143 game tables. Approximately 1,000 people were employed in casino operations. As

* With the help of CRM along with recognition of the customer providing personal services was also possible. This helps in tailoring the experience according to customer needs and creating a long term relationship. For eg. Rooms can be pre-assigned and prepared according to customer preferences.

For first time visitors to Las Vegas, this place is the perfect site to hone your poker skills in an environment that's relatively low pressure. As a property that is owned by the popular casino company Harrah's, the Flamingo is run by some of the smoothest folks in the entire industry. While it won't blow you away, the Flamingo poker room has some things that are worth checking out. The room is small by Las Vegas standards, but does not offer the same kind of cozy feel that can be found at similar casinos such as the Monte Carlo. In general, the atmosphere and ambiance is one of the things about this poker room that are certainly not selling points. Still, the tables are fairly new and the chairs are comfortable. While sitting at the tables, players can check out any number of sporting events on the four flatscreen televisions. These make up for any of the other inconveniences that this poker room might have presented. The staff at the Flamingo is simply average. Like the rest of their casino and poker room, they do just enough to get by. The management will not go out of its way to make sure you have a great experience, but they will do the necessary things to keep you happy. At some casinos, the cocktail waitresses are a huge draw. That's not the case at the Flamingo. Many of their waitresses look to have long passed their prime, but they are fairly prompt in service. All in all, they offer a very average service to the customer. This doesn't sound like the best room in the world, does it? "Why would folks keep coming back?" you ask. That one is pretty simple. This room is good for making money. Because of the apparent stigma associated with playing poker at this casino and the fact they offer only a regular $1/$2 no-limit game, really good poker players tend to take their business elsewhere. This leaves opportunities for above average players to prey

An effective Customer Relationship Management (CRM) program can be used to identify, retain, satisfy and obtain customers by using technology to optimize strategies for understanding customers’ needs to manage business interactions with current, former, and prospective customers. Additionally, CRM also enables companies to maximize internal, external, marketing and customer service operations to better address the needs of the customer building a better relationship with customers that a more profitable. (Ahmad & Buttle, 2001)

The use of CRM could also be used to target specific marketing programs for individual customers. It will help the company evaluate its customers, which in turn will aid Canyon Ranch in developing features, products or services that will suit clients’ preferences. The

Casinos don’t come much bigger and better than Caesars Palace. This is one of the original big Vegas casinos, and it has a fearsome reputation that even the mightiest casinos on the Las Vegas Strip can only dream of. But what it is about Caesars Palace that is so alluring? In this article, we will take a closer look at the global goliath that is Caesars Palace, and see just why it holds such a special place in every Las Vegas gambler’s heart.

Harrah's Hotel & Casino is an exciting entertainment destination in the heart of the Las Vegas Strip, offering its customers first class hotel accommodations, gaming, entertainment and promotions. With so many hotels and casinos in the Las Vegas valley, one must determine its goals and vision to guarantee that it stands out from the competition, offering its customers unprecedented service while providing unique incentives for its employees.

Hilton Hotels, one of the biggest worldwide corporations in the hospitality industry, adopted a Customer Really Matter (CRM) strategy to manage its diverse segments of hotels and to improve customer experience. The cornerstone of the CRM, the custom-built OnQ information system, built profiles of the guests, which could be used by the front desk employees and the reservations center to better serve the customers. The OnQ system did improved efficiency of call center operations, but the way of using it also reduced the flexibility of the customer service in the hotels. It could benefit or harm the service-profit chain depending on the specific situation. A few recommendations were made at the end of the case study to improve the system. In general, Hilton should implement big data analytics and give more control to the customers.

Today, customer relationship management is very important to the business world. Most of the companies established a department and the programs to manage their relationship with the customers. Customer relationship management (CRM) is a business strategy which designed to help a company to understand and look forward to the needs of its potential and current customers (Anderson & Stang, 2000). Customer data is being collected in several different areas of the company, stored in a central database, analyzed, and distributed to key points (Anderson & Stang, 2000).The business world once was “product-centric”, the companies just provided what they could produce. However, it is now become “customer-centric”, they provide products and service

Bata uses sales management and customer support in the CRM system to gather data about their customer and used to facilitate customer service transactions by making the information needed to resolve the issue or concern readily available to those dealing with the customers. This results in more satisfied customers, a more profitable business and more resources available to the support staff. Furthermore, CRM systems are a great help to the management in deciding on the future course of the company. (Andrew, 2011). In order for Bata to increase their profit they are trying to maximize their customer