Harrah's Entertainment Incorporated owns casinos that have been successful and high on customer relationship management. In other words they build and maintain close "(but not too) close" relationships. They work in ways to retrieve customer information to better assist them by understanding their preferences. This firm goes as far as tracking where customers stay, what games they play, how often they play and how much they spend. Their "Total Rewards" cards allow customers to access the areas as well as earn points for grand rewards. The more loyal a customer is, the more worthy they are to the casino's "top-tier" service. An example of this "top-tier" service is allowing the loyal customer to wait in shorter lines. These personalized services …show more content…
What happens when a good, regular customer stops showing up? What are some potential ramifications of this approach? A "good, regular" customer to Harrah's would be a customer that spends a few hundred a month. When they stop showing up, a casino representative gives the customer a call to come back or they send a letter with a promotion. Even though some approaches have made customers uncomfortable to the point where the casino needed to pull back, customers often do return since they are cared for well customer service wise. This casino even tracks customers in their progress of gambling as well as how much money they're losing and even tends to that with coupons and offerings. 3. List some of the technology innovations that Harrah’s is using to help it gather more data, and help push service quality and marketing program …show more content…
And since Harrah's claims to have a good history of net profits, CLTV comes with ease. Harrah's first gather what they know to get a sense of income received by each person. Consequently, Harrah's figures out how much should be spent to continue attracting its customers back. I believe that Harrah's would be easier to track over Wal-Mart, considering that each loyal customer (assuming they're 21 and over) in Harrah's must have a card to have access to gambling and what not. As for Wal-Mart one can easily assume that not all customers are tracked. The best Wal-Mart can do is offer credit cards but only their associates and families have access to discount