Harrah's Entertainment uses a customer relationship management (CRM) strategy that gathers customer data through their Total Rewards loyalty program to gain customer insights and improve the customer experience, allowing them to provide personalized service and outpace competitors by continuously innovating their CRM systems. Their extensive customer data collection and analysis through over 80% of customers using the Total Rewards card gives them a significant advantage over other casino companies with less developed marketing information systems.

1. HITTING THE CRM
JACKPOT
HARRAH’S ENTERTAINMENT
GROUP 4:
-Thái Văn Trưởng
-Bàn Thị Liều
-Quách Thị Diễm
-Trần Thị Hằng
-Nguyễn Khánh Linh

2. Case Summary
CRM (Customer-relationship management) of Harrah’s
Entertainment.
Joseph, a New Yorker went on a holiday to a Harrah’s
resort. Unfortunately every hotel was full. Finally he got a
room thank to his Total Reward card.
Harrah’s CRM strategy:
 Gathering Data
 Customer Insights
 Customer Experience

3. Harrah’s Entertainment
Founded in 1937 in Reno,
Nevada by Bill Harrah
Operating more than 50
properties under several brands
across US
Total Reward member swipe
Over 80% customers – 40
million people using Total
Reward card

4. Q1: Discuss Harrah’s Marketing
Information System
Assessing
information
needs
Internal
databases
Marketing
intelligence
Marketing
research
Analyzing
and using
information
From Total
Reward card
system
For every
customer
Calculating,
analyzing and
giving
forecast
based on
data collected
Conducting
surveys,
researches
on customers
Advanced
analysis then
support for
decision
making of
managers

5. Q2: Relationship between Harrah’s
marketing information system and manager
and employees
• The manager and employees hold up in a
party regularly to exchange information
• Managers and employees give their
customers presents or notice their special
days.
• Provide proper services to customers
through MIS
• Manager make sudden visit to employees.

6. Q3: Why does Harrah’s system work so well
compared to MIS efforts by other companies?
 “Based on customer services score, employees have their own
system for accumulating points and redeeming them for a wide
variety of rewards, from iPads to pool equipment”
 “Harrah’s combines its service culture with the brain center of
Total Rewards”
 Training employees
 Improving technology
 Giving customer satisfaction

7. Q4: To what extent is Harrah in danger of
a competitor copying its systems?
Competitor
Will be only around
the corner of
marketing strategy
Have lower ability
to invest in
developing MIS
Harrah’s
Always keep
innovating in their
strategy
Find the
engagement with
the customers in
order to continue
winning loyalty

8. Situation of applying CRM in Vietnam
and Recommendations

9. Situation:
Mainly applying in banking and
telecommunication eg. Viettel, Vinaphone,
MB, Viettinbank, etc.
Not or poorly effective
Reasons:
Difficulty in building CRM strategy.
Poor customer databases
Lack of connection between departments
Lack of CRM specialist.

10. Recommendations:
Building CRM strategy focused on
customers.
Building and updating databases
regularly.
Choosing suitable CRM structure.
Training and recruiting CRM
specialists.