Customer Relationship Management at Harrah's Entertainment

2011 ◽  
pp. 157-172 ◽  
Author(s):  
Hugh J. Watson ◽  
Linda Volonino
Keyword(s):  
Decision Making ◽  
Customer Relationship Management ◽  
Business Strategy ◽  
Data Warehousing ◽  
Relationship Management ◽  
Leadership Role ◽  
Customer Relationship ◽  
Gaming Industry ◽  
New Markets ◽  
Specific Target

Data warehousing has significantly changed how decision making is supported in organizations. A leading application of data warehousing is customer relationship management (CRM). The power of CRM is illustrated by the experiences at Harrah’s Entertainment, which has assumed a leadership role in the gaming industry through a business strategy that focuses on knowing their customers well, giving them great service, and rewarding their loyalty so that they seek out a Harrah’s casino whenever and wherever they play. In 1993, changing gaming laws allowed Harrah’s to expand into new markets through the building of new properties and the acquisition of other casinos. As management thought about how it could create the greatest value for its shareholders, it was decided that a brand approach should be taken. With this approach, the various casinos would operate in an integrated manner rather than as separate properties. Critical to their strategy was the need to understand and manage relationships with their customers. Harrah’s had to understand where their customers gamed, how often and what games they played, how much they gambled, their profitability, and what offers would entice them to visit a Harrah’s casino. Armed with this information, Harrah’s could better identify specific target customer segments, respond to customers’ preferences, and maximize profitability across the various casinos.

Factors Affecting Design Decisions for Customer Relationship Management Data Warehouses

2011 ◽  
pp. 159-191
Author(s):  
Colleen Cunningham ◽  
Il-Yeol Song
Keyword(s):  
Customer Relationship Management ◽  
Data Warehousing ◽  
Relationship Management ◽  
Customer Relationship ◽  
Data Warehouses ◽  
Key Factors ◽  
Design Decisions ◽  
Factors Affecting ◽  
Percent Success ◽  
The Impact

Customer relationship management (CRM) is a strategy that integrates concepts of knowledge management, data mining, and data warehousing in order to support an organization’s decision-making process to retain long-term and profitable relationships with its customers. Key factors for successfully implementing CRM (e.g., data quality issues, organizational readiness, customer strategies, selection of appropriate KPIs, and the design of the data warehouse model) are discussed with the main thrust of the chapter focusing on CRM analyses and the impact of those analyses on CRM data warehousing design decisions. This chapter then presents a robust multidimensional starter model that supports CRM analyses. Additional research contributions include the introduction of two new measures, percent success ratio and CRM suitability ratio by which CRM models can be evaluated, the identification/ classification of CRM queries, and a preliminary heuristic for designing data warehouses to support CRM analyses.

Modern Business Strategy Customer Relationship Management in the Area of Civil Engineering

2014 ◽  
Vol 678 ◽  
pp. 644-647 ◽  
Author(s):  
Mijat Jocovic ◽  
Boban Melovic ◽  
Nikolay Vatin ◽  
Vera Murgul
Keyword(s):  
Customer Relationship Management ◽  
Business Strategy ◽  
Civil Engineering ◽  
Relationship Management ◽  
Customer Relationship ◽  
Competitive Advantages ◽  
Business Results ◽  
Doing Business ◽  
Long Run ◽  
Modern Business

Customer Relationship Management (CRM) is a modern business strategy which creates and maintain long term and profitable relations with the buyers. CRM serves for planning and maintaining processes of sales and strengthening competitiveness by registering all interactions of the company with its buyers and suppliers. This system collects and consolidates information from various sources within the company, and where it is possible, they collect information from the company's surroundings in order to offer unique image about each single client, in the real time. Aim of the paper is to show that CRM strategy can be successfully implemented in doing business in the area of civil engineering, so that good business results can be generated on that basis and strengthen competitive ability. Achieving close relations with customers represents main tools for obtaining competitive advantages, thus this paper will show the significance of setting up these relations with customers as well as ways how CRM can contribute to improving better operations on the long run.

scholarly journals Analisis Sistem Informasi CRM Untuk Meningkatkan Pelayanan dengan Pendekatan SDLC (Studi Kasus: UMKM “SAKTI”)

2019 ◽  
Vol 4 (2) ◽  
Author(s):  
Latjuba Sofyana STT ◽  
Andi Rahman Putera
Keyword(s):  
Information Technology ◽  
Information Systems ◽  
Customer Service ◽  
Customer Relationship Management ◽  
Business Strategy ◽  
Screen Printing ◽  
System Analysis ◽  
Relationship Management ◽  
Customer Relationship ◽  
Marketing Automation

The development of information technology is endless. Every day there is something new that we can find outside. Will affect many sectors. One of the fastest growing is UMKM. Screen printing and convection is one of the UMKM that produces and sells plain shirts and screen printing. To improve its services, screen printing and convection information systems need to be developed so that the service is more optimal, effective and efficient. Customer Relationship Management (CRM) is a core business strategy that can support, obtain and retain customers. Based on the results of the needs analysis and system analysis of the company that can be known about the CRM modules needed for the system are Customer Service and Support (CSS) and Entreprise Marketing Automation (EMA).

scholarly journals Investment Efficiency Evaluation of Customer Relationship Management System: Theoretical and Practical Aspects of Return on Investment Methodology Application

2011 ◽  
Vol 9 (3) ◽  
pp. 221-228
Author(s):  
Regina Jasilionienė ◽  
Rima Tamošiūnienė
Keyword(s):  
Customer Relationship Management ◽  
Business Strategy ◽  
Return On Investment ◽  
Relationship Management ◽  
Customer Relationship ◽  
Investment Efficiency ◽  
Efficiency Evaluation ◽  
Crm System ◽  
The Right ◽  
Financial Measurement

Customer relationship management (CRM) has been increasingly adopted by companies as the core of IT – driven business strategy and firms have started to invest in CRM. However, the rate of successful CRM implementations is about 30%. Many enterprises pursue expensive CRM initiatives without first understanding of the challenges and costs involved. This approach often results in CRM projects that fail to meet measurable benefit objectives. Evaluating costs and benefits associated with CRM systems acquiring and implementation and applying financial measurement methodologies can help a company make the right CRM investments solution and build a compelling justification for its CRM project. Return on investment (ROI) financial measurement methodology, its theoretical and practical aspects are analyzed in this study. Authors of this paper provide a detailed list of CRM cost categories, which can assist an organization to easily calculate its CRM system acquisition and ongoing spending. Also the authors of this paper present survey results of CRM system costs and investment efficiency evaluation in Lithuanian companies.

Rough Set Application in Customer Classification

2011 ◽  
Vol 267 ◽  
pp. 46-49 ◽  
Author(s):  
Ju Li ◽  
Wen Bin Xu ◽  
Wei Yuan Tu ◽  
Xing Wang ◽  
Wei Zhang ◽  
...  
Keyword(s):  
Decision Making ◽  
Rough Set ◽  
Customer Relationship Management ◽  
Decision Rules ◽  
Relationship Management ◽  
Experimental Results ◽  
Customer Relationship ◽  
Decision Table ◽  
Final Decision ◽  
Customer Classification

Based on the study of customer relationship management. First, we got the data from the database, transformed the corresponding decision table, then got the data in decision-making table for further simplification, generated the final decision rules. and got good results, experimental results showed that the method provided some practical value.

Improving Customer Relationship Management Through Business Intelligence

2014 ◽  
Vol 13 (02) ◽  
pp. 1450015 ◽  
Author(s):  
Meliha Handzic ◽  
Kursad Ozlen ◽  
Nermina Durmic
Keyword(s):  
Customer Relationship Management ◽  
Business Intelligence ◽  
Business Strategy ◽  
Relevant Literature ◽  
Relationship Management ◽  
Customer Relationship ◽  
Current Investigation ◽  
East Europe ◽  
Competitive Actions

This paper examines empirically the role of business intelligence (BI) in customer relationship management (CRM). Drawing on relevant literature on BI and CRM, the research model for the current investigation proposes that BI approaches of an organisation and its competition influence organisational business strategy which in turn impacts its customer strategy. The model is tested empirically using survey data of 165 respondents from 73 different private and state owned businesses operating in a transitional economy of East Europe. Empirical evidence confirms a key role of BI in CRM through its impact on organisational business and customer strategies development. Such findings make two important contributions. For research, they provide an improved understanding of the factors and processes involved in realising benefits from BI. For practice, they show managers how BI can be leveraged to achieve performance gains through competitive actions. Further research is recommended to confirm and extend the current investigation.

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