The Role of Customer Relationship Strategy, Quality of Technology, Data Collection System, and Competitive Advantage in the Success of Harrah's Las Vegas Essay

Casino gambling hasnt even been around for more than a century, however the advancements that the gaming industry has made in the past couple of decades alone have been extraordinary. Although its hard imagining Las Vegas different from shimmering grandeur that it is now, there used to be only one casino that stood leaps and bounds ahead of its competitors. Harrahs success can be attributed to their customer relationship strategy, the quality of their technology and data collection system and their competitive advantage.Bill Harrah, the founder of Harrahs came up with the vision that led, - and continues to lead - the company to achieve greatness in the casino entertainment industry. His utter focus for customer satisfaction rooted itself into everything that he and his successors have accomplished. Harrahs was currently focused on building loyalty and value with its target customers through a unique combination of great service, excellent products, unsurpassed distribution, operational excellence, and technology leadership (3, Ahsan). The loyalty that developed in customers was atypical in the gaming industry. There was an extraordinary amount of disloyalty because of traditionally terrible service in the casino industry and management at Harrahs wanted to change that. With their vision of excellence in essentially all that they do, they created their first rewards program. It was labeled as a Total Rewards program and the comprehensiveness and ease associated with it drew customers in from far and wide. The customer loyalty program tracked, retained and rewarded its guests for visiting all Harrahs and Harrahs affiliate locations across the nation and also simplified the communication method. The Total Rewards program was the first multi-branded loyalty program of its kind and Harrahs continued to develop it into a multi-faceted program. The next major evolution to the Total Rewards program came as a result of a customer segmentation shift. With more advanced technology and infrastructure, their new revamped Total Rewards program was better than ever. There were now promotional offers and...

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