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Harrahs Casino Speech

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Essay's paper info

Topic:	Business
Number of pages / Number of words:	2 / 303

Essay's paper body

List of Facts

Recognized and respected brand name in casino entertainment

First to be on New York Stock Exchange

Gambling revenue in us 2001 50 billion

Harrahâ€™s 4 billion

26 locations

Building lasting relationships with customers

Second largest behind mgm mirage

Reaches mission through operational excellence and technological leadership which enables Harrahâ€™s to manage each customer relationship individually

Differentiates by building loyalty in customers gambling behavior

Markets the experience rather than location and facilities

87 percent of revenue from casinos

Core customers slot players, sustainable profit growth

Customers are known from casino to casino regardless of location especially high rollers

Casino success based on how much a guest leaves behind

Direct mail customers that visited within one month

Sort players by earning potential tracks wins and losses

26% of the gamblers generated 82% of the revenues

Heavy users doctor bankers and machinists and usually didnâ€™t stay in the hotel just visited the casino on the way home

Happy customers more loyal

Those who indicated happy increased theyâ€™re spending by 24% per year , disappointed decreased spending by 10% per year

Employee rewards for customer satisfaction

Many locations leads to more opp to build relationship with customers

Total rewards to reward its 25 million slot players

Can use at any location and be rewarded

Reward members received vouchers for food and accommodations and points toward merchandise

Loyalty cards swipe to track time at machines and sum gambled has levels based on spending

Includes use of visa card to funnel points and allows detailed records of gambling and purchasing preferences

Incentives based on money put into the machine not won

Networks likes 40000 machines in 12 states

Program launch brung 100mil in revenue

36% of every dollar remained in casino and increased to 42 %

Website in real time links the system and shows info

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