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Customer-conscious Harrah's hits the jackpot with CRM programs11 April 2001Harrah''s Entertainment, Inc.’s decision to team up with business intelligence provider Canadian-based Cognos Inc. has met with success as proven by the loyalty of 19 million Harrah’s gaming customers. According to Harrah’s officials, to date, the implementation of new CRM programs has yielded a wealth of information about customers'' spending habits. Tracy Austin, vice president of development at Harrah''s, said intelligence programs such as the company’s Total Rewards program, implemented by Cognos have helped the company boost sales through better targeted marketing campaigns. "By uncovering trends in the data, Cognos business intelligence allows us to determine the destination, dining and gaming choices of our customers," Austin said. "Using this insight, we are able to build complimentary and special-offer programs that are customized to the individual customers." As a result of the various customer relations management programs, Harrah''s is now able to provide customers with more individualized, targeted service, something that was "unheard of in the casino entertainment world" for years according to Austin. Harrah’s has also won an award from the Data Warehousing Institute for its customer loyalty program. |