Case study: Harrah’s Solid Gold CRM for the Service Sector
Harrah’s Entertainment provides an example of 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 it.
Harrah’s has leveraged its data-powered prowess to move from an also-ran chain of casinos to become the largest gaming company
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Edwards Deming, saying, “In God we trust; all others must bring data.”
When Harrah’s began diving into the data, they uncovered patterns that defied the conventional wisdom in the gaming industry. Big money didn’t come from European princes,
Hong Kong shipping heirs, or the Ocean’s 11 crowd—it came from locals. The less than 30 percent of customers who spent between one hundred and five hundred dollars per visit accounted for over 80 percent of revenues and nearly 100 percent of profits.[7]
The data also showed that the firm’s most important customers weren’t the families that many
Vegas competitors were trying to woo with Disneyland-style theme casinos—it was
Grandma! Harrah’s focuses on customers forty-five years and older: twenty-somethings have no money, while thirty-somethings have kids and are too busy. To the premiddle-aged crowd,
Loveman says, “God bless you, but we don’t need you.”[8]
Data-Driven Service: Get Close (but Not Too Close) to Your Customers
The names for reward levels on the Total Rewards card convey increasing customer value—
Gold, Diamond, and Platinum. Spend more money at Harrah’s and you’ll enjoy shorter lines, discounts, free items, and more. And if Harrah’s systems determine you’re a high-value customer, expect white-glove treatment. The firm will lavish you with attention, using technology to try to anticipate your every need. Customers notice the
The consumers in the intended market segment, who lived primarily in rural areas, didn’t necessarily shop at
1.1 Communicate to customers their organisation’s service offer, how it balances organisational and customer needs and how it meets customer expectations
Improve the customer service and make sure the customers give no complaints and make sure they are satisfied with all the services provided by the company and keep close contact with the customers and be very friendly with them and keep them happy. Give the regular customers’ high discount and encourage them to come more often. This is our main goal for us to achieve because we want to make sure the customers are satisfied with our services.
My organisation’s mission is to provide an efficient and helpful service to all our customers so that our client base grows.
ESTABLISH a visible, accessible and welcoming storefront and website to position us as the premier choice for our products and services within the marketplace and
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.
The convenience that this division offer customers should give the organization a profitable and popularity boost, allow them to expand globally, and make the company a leader in innovation in its industry.
show our customers the care of our business but promote our business in a positive way.
* Offer great customer service experience at great value, which will essentially attract more customers and help build on their goals of 2016
Provide a service that others provide, but create a better process that gets better results than competitors
Value add services: Mouth to mouth to promoting our product and using social media for advertising as the same time , Put more customers service for making value
One important way Harrah’s utilized DBM was by analyzing customers using a method called opportunity-based segmentation. When customers began to use their loyalty cards, they started to leave behind a digital trail of every type of gameplay activity they engaged in while gambling at Harrah’s. This enabled aspects like betting patterns, play preferences, where they frequently ate at the casino, how often they bought a hotel room, how often they visited, how much money they played, and how long they played to be tracked and monitored by the marketing department. This information, coupled with basic client information like name, address, phone number, and birthdate, gave Harrah’s the opportunity to create intricate customer profiles.
Increase market share by gaining and maintaining the good reputation in the market by 1% each year.
It has a titanic sized user base, is an industry leader in ever sense of the world, and has user engagement levels that simply blow the competition away. Amaya Gaming have grown to such a level where they truly embody the term “entertainment” arguably more than they do the term “online casino”. Considering they now seem to have more association with B2C Internet firms than their online casino peers, have Amaya Gaming shaken off the shackles of being a pigeonholed as an online gambling business?
Offer the services that have already been introduced by competing company, and also work on providing customers with innovative applications