Harrah's CRM Strategy

            
 
Case Studies in Business Marketing

ICMR HOME | Case Studies Collection

To download Harrah's CRM Strategy case study (Case Code: MKTG105) click on the button below, and select the case from the list of available cases:

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Marketing Case Studies
Marketing Management Short Case Studies
View Detailed Pricing Info
How To Order This Case
Business Case Studies
Case Studies by Area
Case Studies by Industry
Case Studies by Company

Custom Search




Please note:

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.



Chat with us

Strategic Management Formulation, Implementation, & Control, 12e

Please leave your feedback

Leave Your Feedback

ICMR India ICMR India ICMR India ICMR India RSS Feed

Case Details:

Price:

Case Code : MKTG105 For delivery in electronic format: Rs. 400;
For delivery through courier (within India): Rs. 400 + Rs. 25 for Shipping & Handling Charges

Themes

Case Length : 15 Pages
Period : 1998-2005
Pub Date : 2005
Teaching Note : Not Available
Organization : Harrah's Entertainment Incorporated
Industry : Casino/ Entertainment
Countries : US

Abstract:

This case gives a detailed account of customer relationship management (CRM) initiatives pursued by Harrah's Entertainment Incorporated, a leading casino entertainment company in the US. It explains the various elements of Harrah's CRM strategy and how each element contributed to the overall success of the strategy. The case describes the Total Gold customer loyalty program and explains how it evolved into a Total Rewards program that helped Harrah's win the loyalty of its customers. The case also details the use of IT in CRM by Harrah's including data warehousing initiatives and the use of decision science tools that allowed the company gain insights into its customers' gaming behavior and provide them with personalized services.

Marketing Management Case Studies | Case Study in Management, Operations, Strategies, Marketing Management, Case Studies

Issues:

• Understand and appreciate the importance of customer focus and relationship building in a successful CRM program.

• Examine the importance of capturing and using customer information in a CRM initiative.

• Study and analyze the role played by loyalty programs in developing and nurturing customer relationships.

• Understand the role played by IT in a CRM initiative.

Contents:

  Page No.
Introduction 1
Background Note 2
The CRM Program 3
Using Information Technology for CRM 8
The Benefits 9
Exhibits 11

Keywords:

Harrah's,Customer Relationship Management,Total Rewards Program,Customer Loyalty,Business Intelligence,Data Warehousing,Contact Management,Cross-market Play,Decision Science Tools,COGNOS,SAS,Revenue Management,Customer Service

Harrah's CRM Strategy - Next Page>>

Case Studies Links:- Case Studies, Short Case Studies, Simplified Case Studies.

Other Case Studies:- Multimedia Case Studies, Cases in Other Languages.

Business Reports Link:- Business Reports.

Books:- Text Books, Work Books, Case Study Volumes.