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Overview
The case study, Harrah’s Big Database Gamble, provides insight into how MIS is used in a real world environment. The case describes a database set up to offer Harrah’s assistance in providing exceptional service to its consumers. ... Harrah’s Big Database Gamble, allows us to see how the company has grown from a fairly small gambling company to the second largest in the industry by 2001. The case states the problems that the company has overcome by use of its customer database, as well as the problems it has taken on. ... Many people wish to gamble in private from their homes instead of in actual brick and mortar casinos. ... It took a great deal of research into information technology to come up with a program and database as grand as the Total Rewards program. ... The Chief Operating Officer of Harrah’s “believes in treating each person as a long-range customer, whether or not that person is staying at a Harrah’s hotel, and whether or not that person is a big spender” (Laudon and Laudon). ... They want their customers to know that they don’t market to those who are below the legal age to gamble, or encourage or condone excessive, irresponsible, or illegal gambling. ... What role has database technology played in Harrah’s strategy? ...
Database technology plays an extremely important role in Harrah’s strategy. ... This is all kept in a database shared between all of Harrah’s casinos. When the customer goes to play a slot machine, or any other machine game, the database will gather other information such as the amount of money bet, the number of bets, the average size of the bets, and the total amount of money deposited. ... Because all of this information is kept on a central database it can be updated from any casino owned by Harrah’s Entertainment. ... According the studies conducted through the use of its database system, Harrah’s has found this player to be a 62-year-old woman who lives within 30 minutes of a casino and plays the dollar video poker. ... Because of this database technology, they are able pinpoint the likes and dislikes of each in every customer. ...
Harrah’s has been so successful with this database system that “among top hotel, casino and resort companies, Harrah’s ranks: No. ...
Without the Total Rewards database system, Harrah’s would be like any other casino. ...
All of the data collected is stored in a database to be used by marketing managers. ... Many people look at the company as a big vulture. ... The company states that the Total Rewards program only gives people rewards instead of encouraging them to gamble more. ... Many look at the Total Rewards program as a “way to entice customers to gamble in ways that are most profitable for Harrah’s” (Binkley). ... What problems can database technology and customer relationship management software solve for Harrah’s? ...
The database technology and customer relationship management used by Harrah’s solves almost all of its problems. The company has taken “customer preference data collected through its Total Rewards incentive program and used decision-science-based analytical tools and database marketing to widen the gap between Harrah’s and other casino operators that base their customer incentives more on intuition than empirical data” (Loveman). ...
The CRM strategy along with the database technology, also allows Harrah’s to compete without pouring additional capital into their properties. ... The database now connects all of the casinos together. ... A customer could also call Harrah’s to inquire about a promotion they received in the mail, and as soon as the customer service agent taps into the database a slew of information about the customer pops up on the agent’s computer screen. ... Since everything about the consumer is in the database, the employees already know what the consumer wants.
Approximate Word count = 3177
Approximate Pages = 12.7
(250 words per page double spaced)
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