Harrah's CRM Strategy
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
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The CRM Program
Harrah's competitors were opening lavish properties that had spas, shopping malls and extravagant hotel rooms, apart from gambling, in order to lure customers. Harrah's, however, decided to pursue a different strategy. The company knew that the majority of its revenues came from its casinos and not from hotels, stores and spas (Refer Table I for business segment revenues)...
Using Information Technology for CRM
The extensive use of information technology (IT) was central to the success of Harrah's CRM initiatives. The company's ability to develop and nurture relationships with its customers was a result of its ability to capture information and use it to its advantage. With millions of customers visiting its casinos annually, a significant amount of information was generated...
Exhibit I: Hotel Revenue Management System
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