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The High Roller Experience: How Caesars and Other World-Class Companies Are Using Data to Create an Unforgettable Customer Experience by David Norton

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PRELUDE

During my time at Harrah’s and Caesars, we had numerous great companies spend time with us in Las Vegas to discuss marketing and the customer experience. They were intrigued by the way the casino industry manages its best customers, and they had read about our broader success in marketing as well. These meetings were always intellectually stimulating as we discussed what the visiting companies were doing well that could help us improve some element of our business, and we collectively developed a road map for how they could make progress in CRM, analytics, and loyalty. The most amusing and telling way the CMO from one of these companies summarized his emotions after the session was over was that he was “both impressed and depressed”—impressed ...

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