Harrahs Entertainment Company - Case Study Example

Harrah’s Entertainment Company based in New Jersey has also its brands in the U.S. like Showboat, Planet Hollywood, and Caesar. They focus mostly on lodging, gambling, retail, hotels, and golf course.

Subject
How Harrah’s Entertainment Company will enhance its long-term relationship with targeted clientele, hence capturing a larger market share of the associated businesses.

Recommendation
Increasing the CRM will be more effective than opening properties that are more luxurious. To enhance CRM they would introduce bonuses as a motivation to the loyal customers.

Short-term Impact
At Harrah’s, they have to come up with the Total Rewards that come from the Loyalty Program the company has. Total Reward works in such a way that customers will earn points depending on how they spend their money within the facilities of Harrah’s. Having those points, one can redeem them on things like shopping and hotel services. Throughout, this program will gain a lot of flexibility and power because one can redeem the points from any facility under Harrah’s Company.
The company also motivates its employees to improve customer relationships and services to customers. They do this through rallies on a weekly basis where they have a system of accumulating customer care points. It is redeemable for various rewards (Kotler & Armstrong, 2012).

Medium Term
Through efficient CRM, Harrah’s will manage to learn emergent aspects from customers like how often they visit. This will enable its management to ensure better services to the satisfaction of the customers thus giving them a reason to come back again.
Therefore, Harrah’s focus will be more on service development strategies as well as ways that will best suit their customers. For instance, Harrah’s will be sending about 250 million emails to members in a year and most customers will prefer this way because the information sent is relevant to them (Kotler & Armstrong, 2012).

Long Term
These Total Reward will be of great benefit to the customers for example during a trip to Atlantic City, someone can pick the busiest weekend where most hotels were booked fully. If he can swipe his Harrah’s Total Reward card in order to use it, he can get an available room at a reduced rate of 100 dollars a night. This explains how beneficial it is to be a loyal customer and it is motivating to the potential ones.

Control and Feedback
Based on the survey so far conducted, the number of people using Total Reward will be approximately 40 million customers. Most of the customers are just ordinary people like teachers, doctors, and bankers from different lifestyles (Kotler & Armstrong, 2012). This is different because for a long time the industry has always focused on rich people.
Since the establishment of Total Reward, the annual gambling budget share can rise to 20% while 18% of the customers who preferred gambling at Harrah’s than at their hometown casinos (Kotler & Armstrong, 2012). Read More