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

CHAPTER3

The Evolution of Total Rewards

As we evolved Total Rewards over the years (see Figure 3.1), we considered the positive and negative dynamics of popular loyalty programs in our efforts to enhance the value proposition. When we started in 1998, there was only one tier in a program called Total Gold and focused primarily on slots players. The first thing we did was to add two tiers to the program, Platinum and Diamond, to create aspiration and engender more loyalty from our guests, as our research indicated we were only capturing 36 percent ...