Case study Essay Example | Topics and Well Written Essays - 500 words - 6

Case study - Essay Example The main attraction that is established for the Harrahs customer relationship strategy is presenting the customer a combination of all facilities at the same place (Watson and Volonino). These can be lavish hotels, shopping malls, and attractions such as massive dancing water shows and a replica of the Eiffel Tower. Here the Harrahs customer relationship strategy is established by seeing and understanding relationships with their customers. They believed that strong customer service relationships are built on customer knowledge. This is done through gathering each and every aspect of customer behaviors in the form of the marketing data and information. This whole structure provides for the effective implementation and execution of Harrahs customer relationship strategy (Watson and Volonino). â€Å"In closed loop marketing, data can simply be transferred between marketing and sales, and clients can be examined through the suspect-to-sale range† (Anderson). In implementing closed loop marketing a customer or player is selected that is already known to the Harrahs business (Watson and Volonino). In this campaign a special offer according to customer behavior and playing position is offered. In this offer a special message is sent. This involves the presentation of some hotel stays, special visits, special playing offers and credit. The decision of offer is presented according to the past visits of client to the Harrahs casino. The overall pervious data regarding customer playing is recorded and decision is made on the basis of that data if he requires some offer. For example a player has lost his pervious five games and now he is really dissipated with the Harrahs casino. His all record will be analyzed, like his lost money, main playing behaviors and additional det ails. After that a special offer that offers him one night stay in luxurious hotel, $30 credit or and additional offer. This will attract