July 2002
Intermediate to advanced
264 pages
8h 28m
English
Content preview from Customer Relationship Management Systems Handbook
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152 Customer Relationship Management Systems Handbook
The CRM Solution
Using a sophisticated data warehousing system with an effective CRM element,
Harrah’s was able to gain information, retain, and reward 15 million guests.
The company was also able to encourage customers to remain loyal to the
Harrah’s brand across the country, and over time to compile hundreds of
customer attributes to help determine likelihood to visit, predicted spending,
opportunities for cross-sell, customer segmentation, and event data.
The Benefits
The CRM solution enabled Harrah’s to:
Analyze each customer’s preference and predict what services and rewards
they will respond to in the future
Provide access to the call center to provide customers with the same service
they would ...
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