Harrah's Case Prep

Problems/Issue Statement

What is the problem?

 Knowing what your employees want, identifying top performers, gathering data for the benefit of the Casino and customer that benefits both, etc. will ensure highest productivity and in turn allow success. How Harrah’s should leverage their business analytics and intelligence programs to further increase customer retention, especially of high rollers is more of a concept they could look into to further expand their revenues and profits rather then a problem.

Situation Assessment

What are the decision criteria?

In order for the ideas to be considered, we must consider what areas have they not touched on that could be helpful? Harrah’s Total Rewards program is very unique because they rank #1 as far as profits as a percentage of revenues are concerned. It works very well for them but I think there could be more added. They currently combine advanced technology with innovative marketing to gather all the information. There are still some methods of that could be applied to perfect the system which I am not sure that they use.

 

Recommendation

What is a quality recommendation?

As a loyal and avid Harrah’s customer, I do witness many of what was mentioned in the article. However, I think there are some metrics that would be gathered to further enhance the likeliness of someone returning. In gambling, people believe in luck and following the same things could bring the same success back. Maybe they could extend their analytical approach to people decisions. If a customer’s could be recommended play at their favorite table, or maybe favorite dealer, it would entice them to come back more often. This would be data that could easily be queried as the dealer is punched in at the table. I have had several dealers with whom I have a very nice rapport with. I often go look for them when looking to play a table game and if I can’t find them, sometimes am discouraged to play at all. Another suggestion since the first is impractical at times is to ensure the employees are always nice to customers. There are many instances where a dealer is coming off shift in the following 15-20 minutes and they constantly look at their watch or rush through the cards with no respect for the customers. The analytics of staff, in a way, matter most because happier employees create better-satisfied guests.