Harrah's Entertainment Inc.

: Real Time CRM in Service Supply Chain

By Group 1 Makarand A. Takale Dhruv Samel Siddharth Pal Sumit Kumar

IIM Rohtak

Casino Industry
Casino gambling legalized first in Nevada in year 1935 Over 370000 people employed and paid over $4.5 Bn. In state taxes Competitive industry with many new players in market Dependent on economic growth, tourism and online gaming

Harrahs Entertainment Inc.

26 casinos in 13 US states Most recognized & respected brand in the industry 3rd largest gaming company A $4.5 Bn company with more than 44000 employees, 14400 hotel rooms, 200 food outlets, 42000 slot machines and 1200 table games

Roots of CRM
Mr. Bill Harrah, founder of Harrahs Interest in getting to know customers Customer focus in culture resulted in great service, excellent games, unsurpassed distribution, operational excellence and technology leadership

National Customer Database

Single national player card to track customers across properties
Amount of time player played, wins and losses Points based on time spent playing Points could be traded for complements Program enabled Harrahs to study player behavior

Reward schemes targeting players visiting no of Harrahs properties

Focus on existing properties than opening new

To increase sales:
Service Marketing

Total reward program, 1997

Total gold cards Total platinum cards Total diamond cards

Harrahs.com
Online reservations Account tracking of TR programs Online games

WINet
Inhouse development Consolidated customer information from
Transactional systems Slot machines and table games
Time spent No of games palyed Betting patterns

Hotel management
Customers stay Demographic data Preference data

Reservation system
Human data entry

WINet & marketing programs

Datawarehouse to analyse customer information for patterns and insights Customer segmentation Marketing prgrams for different segments Data entry and data avialability to the agents taking call Reduced time on call

Resistance to change
WINet Vs regional managers Fear of loss of customers Promotions to visit both regional and destination properties

Decision Science @ work

Harrahs and TIBCO

Improved IT infra Real time information Made available location or time specific info of customers Cost of transitioning were reduced Use of existing information Reduced redundant network traffic

Harrahs new IT infrostructure

Way Ahead
Continue focus on CRM For short term invest in small CRM projects with less investments Be innovative and constantly improving Take help of new IT innovations and keep IT infra updated Company should also think about geographical expansion in countries like Italy, Spain, Singapore, etc.

Thank you!!!

Indian Institute Of Management Rohtak