Case Study Example | Topics and Well Written Essays - 500 words - 12

Case Study Example They do this through rallies on weekly basis where they have a system of accumulating customer care points. It is redeemable for various rewards (Kotler & Armstrong, 2012). Through efficient CRM, Harrah’s will manage to learn emergent aspects from customers like how often they visit. This will enable its management 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 mails to members in a year and most customers will prefer this way because the information sent is relevant to them (Kotler & Armstrong, 2012). 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, he can get an available room at reduced rate of 100 dollars a night. This explains how benefiting it is to be a loyal customer and it is motivating to the potential ones. Based on 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 long time the industry has always focused on the rich people. Since the establishment of Total Reward, the annual gambling budget share can rise to 20% while 18% to the customers who preferred gambling at Harrah’s then at their hometown casinos (Kotler & Armstrong, 2012). The services in Harrah’s will bring better returns to the company in terms of revenue from the happy and loyal customers. For instance, as of 2009, Harrah’s became the biggest in the industry with revenue of 10 million dollars