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.
Richard Mirman, Harrah's Senior Vice-president of Marketing explained, "We have an advantage in that we know who the customers are, what they're worth and we can touch them in ways that our competitors can't even think about."6 Customers who enrolled in the Total Rewards program were given an electronic card, which they inserted into the machines they played on.
Hallman, Former Senior Vice-president of Global Systems and Processes for DuPont commented, "Harrah's is an outstanding example of a company that is aggressively and smartly using technology to understand the behaviour of its customers."9
In 1962, Bill went on to build a 400-room hotel tower in Reno. A 400-seat Headliner Room theatre-restaurant was opened in 1966. In 1971, public trading began in Harrah's shares as the company issued 450,000 over-the-counter shares10...
6] Mike Beirne, "Dollars in the Desert," BrandWeek, April 01, 2002.
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