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GSB 522 Diamonds in the Data Mine CRM and BI at Harrah’s

GSB 522 Diamonds in the Data Mine CRM and BI at Harrah’s. Harrah’s. In 2002 during a sluggish economy: Harrah’s recorded 16 straight quarters of revenue growth in its 26 casinos It posted $4 billion+ in revenues, while rivals wilted What was Harrah’s secret?. Harrah’s.

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GSB 522 Diamonds in the Data Mine CRM and BI at Harrah’s

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  1. GSB 522 Diamonds in the Data Mine CRM and BI at Harrah’s

  2. Harrah’s In 2002 during a sluggish economy: • Harrah’s recorded 16 straight quarters of revenue growth in its 26 casinos • It posted $4 billion+ in revenues, while rivals wilted • What was Harrah’s secret?

  3. Harrah’s CRM Strategy: Get to know customers better and better • Acquire a rich repository of customer information • Slice and dice data finely to develop marketing strategies • Identify core customers by predicting their lifetime value • Gather increasingly specific information about customers’ preferences – then appeal to those interests • Reward employees for prioritizing customer service

  4. Harrah’s Sales Team • What are you trying to sell? • Define your sale’s strategy. • Brainstorm about the data you would like to collect (be precise) to execute your sales strategy. How will you obtain the data? • How will you combine the data to create useful information and possibly organizational knowledge? What information will you create (be specific, providing examples)? • What data/information will you share with the Marketing and/or Customer Service teams? • Customer Relationship Management (CRM) systems contain a Sales component called “Opportunity Management”. What are some potential opportunities you might identify using this facility in conjunction with the data warehouse?

  5. Harrah’s Marketing Team • Define your marketing strategy. • Brainstorm about the data you would like to collect (be precise) to execute your marketing strategy. How will you obtain the data? • How will you combine the data to create useful information and possibly organizational knowledge? What information will you create (be specific, providing examples)? • What data/information will you share with the Sales and/or Customer Service teams? • Customer Relationship Management (CRM) systems contain a Marketing component called “Cross-selling and Up-selling”. What are some potential cross-selling and up-selling opportunities you might identify and use in your Marketing campaign using this facility in conjunction with the data warehouse?

  6. Harrah’s Customer Service Team • What does “customer service” mean to Harrah’s? • Define your Customer Service strategy. • Brainstorm about the data you would like to collect to execute your customer service strategy. How will you obtain the data? • How will you combine the data to create useful information and possibly organizational knowledge? What information will you create? • What data/information will you share with the Sales and/or Marketing teams? • Customer Relationship Management (CRM) systems contain a Customer Service component called “Contact Center” where customer service representatives answer customer inquiries and respond to problems.What are some potential opportunities this facility provides that will support your Customer Service strategy. What data and/or information might you obtain and use from these contacts?

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