Harrah Dbm Case
Why is it important to use the "customer worth" in the DBM efforts rather than the observed level of play?
The case highlights three metrics (Key Performance Indicators) for tracking the performance of an organization in the gaming industry:
Acquiring new customer: It focuses on acquiring new customers and encourages them to take another visit after an initial visit
Customer Loyalty: the emphasis is laid on building and extending relationships with the customers, who have been known from more than 6 months or have take at least 3 trips
Customer Retention: objective of this metric is to reinvigorate customers who had broken their historical visitation pattern and had demonstrated other signs of attrition
DBM is used to improve the performance of Harrah on the above
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This could help Harrah in retaining new customers (or from competitors), increasing frequency of visits, retaining them for a longer period.
It can be concluded that evaluating customer’s worth can help Harrah in achieving competitive advantage, high recurring revenues, and bringing sustainable profits. How does Harrah's integrate the various elements of its marketing strategy to deliver more than the results of Database Marketing?
The marketing strategy of Harrah comprises of various customer-centric elements and focussed on below key phases:
New Business Program: for converting new Total Gold members into loyal customers by making more effective investment decisions using predicted customer worth
Loyalty Program: it was designed to identify customers who gave small share (to Harrah) of their total spending. The focus was to make Harrah’s as the first choice of customers and subsequently increasing the frequency of visits
Retention Program: objective of this program was to revitalize customers having erratic visitation patterns or have moved to the
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