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.
"They (Harrah's) understand precisely what is going on with customers, how to motivate them and how to sell them more."1
- Sergio Zyman, Former Coca-Cola Branding Guru.
"CRM is the vertebrae of everything we do. I don't think most retailers take full advantage of what they already know about their customers or use that knowledge to modify future behaviour."2
- Gary Loveman, President and CEO, Harrah's Entertainment.
Instead of opening lavish properties, Harrah's initiated a customer relationship management (CRM) program that aimed at developing long-term relationships with its customers that would enable the company to capture a bigger market share in the gaming business.
1] Daniel McGinn and Steve Friess, "From Harvard to Las Vegas," Newsweek, April 18, 2005.
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