Visitors then present the card for various transactions. Total Rewards is an opt-in loyalty program, but customers consider the incentives to be so good that the card is used by some 80 percent of Harrah’s patrons, collecting data on over forty-four million customers (Wagner, 2008 Haugsted, 2007).Ĭustomers signing up for the card provide Harrah’s with demographic information such as gender, age, and address. Launched over a decade ago, the system is constantly being enhanced by an IT staff of seven hundred, with an annual budget in excess of $100 million (Swabey, 2007). The ace in the firm’s data collection hole is its Total Rewards loyalty card system. Prove your worth, and the firm will surround you with top-tier service and develop a targeted marketing campaign to keep wooing you back (Magnini, et. The data’s then used to track your preferences and to size up whether you’re the kind of customer that’s worth pursuing. Harrah’s collects customer data on just about everything you might do at their properties-gamble, eat, grab a drink, attend a show, stay in a room. Under Loveman, Harrah’s has aggressively swallowed competitors, the firm’s $9.4 billion buyout of Caesars Entertainment being its largest deal to date.ĭata drives the firm. Brands include Harrah’s, Caesars Palace, Bally’s, Horseshoe, and Paris Las Vegas.

The firm operates some fifty-three casinos, employing more than eighty-five thousand workers on five continents. Harrah’s has leveraged its data-powered prowess to move from an also-ran chain of casinos to become the largest gaming company by revenue. If you ever needed an incentive to motivate you for cross-disciplinary thinking, Loveman provides it. The CEO of Harrah’s Entertainment is a former operations professor who has leveraged information technology to create what may be the most effective marketing organization in the service industry. Gary Loveman is a sort of management major trifecta. Harrah’s Entertainment provides an example of exceptional data asset leverage in the service sector, focusing on how this technology enables world-class service through customer relationship management. Name some of the technology innovations that Harrah’s is using to help it gather more data, and help push service quality and marketing program success.Understand how Harrah’s has used IT to move from an also-ran chain of casinos to become the largest gaming company based on revenue.After studying this section you should be able to do the following:

Harrah's Casino instaling