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

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CHAPTER9

Sales and “VIP” Service Providers

The most underrated thing we did at Harrah’s—at least to external eyes, based on what has been publicized—was revolutionizing the casino host business. Hosts are analogous to personal shoppers or financial planners that manage the experience for the top customers. In the first few years I was at Harrah’s, the focus of all our capability development was below the VIP level, partly because there was a belief within the company that outsiders to the industry shouldn’t touch the VIP business. And from 1999 ...

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