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Briefly discuss Harrahâ€™s marketing information system, using Figure as a guide.
Joseph, a 30-something New Yorker, recently went on a weekend trip to Atlantic City, New Jersey, where he hoped to stay at one of his favorite Harrahâ€™s resorts and enjoy some gaming and entertainment. Unfortunately for Joseph, he picked a weekend when all the hotels were booked solid. But after swiping his Harrahâ€™s Total Rewards card to play the tables, the pit boss came by and directed him to the front desk. He was told that a room had become available, and he could stay in it for a reduced rate of $100 a night. When he checked out two nights later, Joseph was told that all the room charges were on the house. Was this sudden vacancy a case of lady luck smiling down on an Atlantic City visitor? Or was it a case of a company that knows what managing customer relationships truly means? If you ask any of Harrahâ€™s Total Rewards program members, they will tell you without hesitation that itâ€™s the latter. ?oThey are very good at upgrading or in some cases finding a room in a full hotel,?? Joseph reported later. ?oAnd I always liked the fact that no matter where I gambled, Atlantic City, Vegas, Kansas City, or New Orleans, or which of their hotels I gambled in, I was always able to use my [Total Rewards card].?? Harrahâ€™s customers like Joseph arenâ€™t the only ones praising its customer-relationship management (CRM) capabilities. In fact, Harrahâ€™s program is considered by CRM experts to set the gold standard. With the Total Rewards program at the center of its business and marketing strategies, Harrahâ€™s Entertainment has the ability to gather data, convert that data into customer insights, and use those insights to serve up a customer experience like no other.
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