Diamonds in the Data Mine

When competitors were still reeling under the effects of the fast dwindling economy Harrah’s was able to retain its stand. This was largely due to the exceptional customer service and retention of customer loyalty. As per Harrah’s approach, securing customer loyalty or rather mining the customer database was achieved through the following steps
Acquiring a rich repository of customer information
Develop marketing strategies targeted toward the clientele
Identify core customers
Gather specific information about customers and appeal to them
Reward employees for prioritizing customer service.

Customers of Harrah’s are made to feel they are special enticing them to return again and again. This is again a strong illustration of the theory that behavior is a function of the Person and environment. When the atmosphere is conducive, customers feel comfortable and behave in the desired fashion. To have a devoted clientele in a fickle minded industry is highly surprising. Database marketing and analytical tools have been a strong aid toward this approach.
Rather than depending on the frills, the company steered toward expanding its frontiers and focusing on its prime revenue – the casino. Customer relationships was given a lot of importance. The Total Gold rewards program aided the technical analysis of customer preferences. This analysis revealed the unexploited potential spending of gaming money of customers. Customer worth was calculated and lifetime worth was evaluated. The Company decided to treat customers as per their potential worth and reward them accordingly. Marketing was driven toward customer aspiration. Triggers were set and analyzed. The preference of the customers toward the slots were taken into account.
Customer satisfaction was designed to reinforce loyalty. Employees were suitably rewarded based on improved customer satisfaction. Score-driven customer satisfaction allowed the growth of the company.