Most companies do the opposite: design grand marketing schemes, then adjust their databases to those strategies. Slice and dice data finely to develop marketing strategies. Harrah’s fed that information into its enterprise data warehouse, which contained data on customer demographics, spending, and preferences.Ģ. A transactional database recorded each customer’s activity at various points of sale-slot machines, restaurants, retail areas-at all Harrah’s properties, not just one casino. Total Gold customers inserted cards into slot machines and earned rewards for playing while Harrah’s gathered information about them. Acquire a rich repository of customer information. How to use your database to secure customers’ loyalty? Consider Harrah’s approach:ġ. It continually enhances the benefits of choosing its casinos over flashier rivals. By slicing information into ever-finer segments, Harrah’s gets to know its customers better and better. To develop its marketing and service-delivery strategies, Harrah’s doesn’t rely on intuition or assume that “if you build it, they will come.” Rather, it uses sophisticated, proprietary technology to deeply mine its customer database. Valets greet them by name, hosts ensure they’re happy, and the company rewards them handsomely for choosing Harrah’s. Instead, its employees dazzle customers with exceptional service. Harrah’s secret? Not billion-dollar facilities boasting fiery volcanoes and sparkling fountains.

In economically sluggish 2002, it posted $4 billion+ in revenues-while rivals wilted.

It’s recorded 16 straight quarters of revenue growth in its 26 casinos. In an industry notorious for fickle customers, Harrah’s Entertainment has the most devoted clientele.

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