Harrahs Casino

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List of Facts Recognized and respected brand name in casino entertainment First to be on New York Stock Exchange Gambling revenue in us 2001 50 billion Harrah’s 4 billion 26 locations Building lasting relationships with customers Second largest behind mgm mirage Reaches mission through operational excellence and technological leadership which enables Harrah’s to manage each customer relationship individually Differentiates by building loyalty in customers gambling behavior Markets the experience rather than location and facilities 87 percent of revenue from casinos Core customers slot players, sustainable profit growth Customers are known from casino to casino regardless of location especially high rollers Casino success based on how much a guest leaves behind Direct mail customers that visited within one month Sort players by earning potential tracks wins and losses 26% of the gamblers generated 82% of the revenues Heavy users doctor bankers and machinists and usually didn’t stay in the hotel just visited the casino on the way home Happy customers more loyal Those who indicated happy increased they’re spending by 24% per year , disappointed decreased spending by 10% per year Employee rewards for customer satisfaction Many locations leads to more opp to build relationship with customers Total rewards to reward its 25 million slot players Can use at any location and be rewarded Reward members received vouchers for food and accommodations and points toward merchandise Loyalty cards swipe to track time at machines and sum gambled has levels based on spending Includes use of visa card to funnel points and allows detailed records of gambling and purchasing preferences Incentives based on money put into the machine not won Networks likes 40000 machines in 12 states Program launch brung 100mil in revenue 36% of every dollar remained in casino and increased to 42 % Website in real time links the system and shows info