Case Study: Ceasers Entertainment's Customer Relationship Management

Questions:

1. Why Caesars is popular and discuss some areas they shall focus more on to become more successful.

2. How Caesars is increasing customer loyalty and customer satisfaction, are they following the right?

3. Devise strategies targeted to enhance customer loyalty in Caesars for better business performance.

4. Why some companies do not focus on customer loyalty discuss in detail.

5. If you will be appointed as CEO of Caesars Entertainment what important steps, and why you will be taking to make the company great.

6. How COVID-19 has changed the customers' loyalty and satisfaction, what should be done to bring the situation to new normal?

Caesars Entertainment's Customer Relationship Management is the world's largest gaming company with its number Caesars Entertainment (formerly Harrah's Entertainment) him feel valued as he gets a very special deal just when of key brands, including Caesars, Harrah's, Horseshoe, otherwise wasted capacity in its shows and restaurants. and the London Clubs family of casinos.' It is a leader he wanted to stop playing. At the same time, it uses in the use of highly sophisticated loyalty programs. Likewise, when a customer makes a call to its call center, program in the gaming industry, which covers all Caesars customer's preferences and spending habits, and can then Entertainment's brands today. It has four tiers in its loyalty tailor promotions that cross sell or up-sell its services program - Gold, Platinum, Diamond, and Seven Stars which is by invitation only). The program is integrated its customers at the same time, which is according to across nearly all its properties and services. Customers identify themselves (and earn points) at every touchpoint "a margin eroding nightmare". Rather, it uses highly Caesars' Chairman, President and CEO Gary Loveman, throughout the company, ranging from its gaming tables, targeted promotions that create the right incentives for restaurants, hotels, to gift shops and shows. The points each of its different customers. It also uses control groups collected can be used to obtain cash, merchandise, to measure the success of a promotion in dollars and lodging, show tickets, vacations, and events. cents, and to further fine-tune its campaigns. What is special about Caesars Entertainment is not its With its data-driven customer relationship management loyalty program, but what it does with the information (CRM). Caesars is able to transform customer interactions gathered about its customers when they use their cards into personal and differentiated ones. This enabled to earn points. At the backend, the firm has linked all its Harrah's, the first brand in the group to launch the Total databases from casino management, hotel reservations. Rewards Program, to increase the share-of-wallet of its Total Rewards card holders to an impressive 50%, up and events to allow it to have a holistic view of each from 34% before its CRM program was implemented. of its customers. It now has detailed data on over tens of millions of customers, and knows each customer's preferences and behaviors. These range from how much they spend on each type of game and their likes in food and drinks, to entertainment and lodging preferences. All this information about the customer is captured in real time. Caesars Entertainment uses this data to drive its marketing and on-site customer service. For example, if a Diamond card holder on slot machine 278 signals for Service, a Caesars associate is able to ask, "The usual, Mr. Jones?" and then track the time it takes for a server to fill the guest's request. In another example, when a customer Wins a jackpot, Caesars can tailor a customer-specific reward to celebrate that win. Caesars also knows when a customer is approaching his maximum gaming limit on a particular evening and when the customer is likely to stop playing. Just before the limit is reached. Caesars can offer him a heavily discounted ticket in real time via for a show with available seats. This keeps the customer on the premises and spending), and makes Text message