Harrah's Case Study

        Briefly discuss Harrah’s marketing information system

        I would have to describe Harrah’s marketing information system as The Total Rewards System. The reason that I say that is because members of the system receive points based on the amount of money they spend at the facilities. Then with those points the consumers can redeem the points for a variety of things; like food, rooms, money, etc. When the consumer uses the card it gives Harrah’s data. Harrah’s uses the data so that they can target specific consumers with what interest them. It also let the company know what consumers like so that they can make sure to supply the specific services they needed. The data also tells Harrah’s what kinds of people the consumers are, as in teachers, bankers, housewives, etc. Then with all the information that Harrah’s gets they can do a “psychographic segmenting” which gives them what the consumers want, and also helps them to develop those products in which are going to capitalize, and will be satisfying more the consumers.

        The relationship between Harrah’s marketing information system and Harrah’s managers and employees.

        Harrah’s uses there marketing information system’s data to get the best customer experience is one of the reason the system is so important. It not only helps the managers but it also helps the employees to know just what the customers want and what they need. The relationship between the two is that one can’t work without the other one. They know which of their customers are considered the most important, based  on the buying behavior. The managers and employees reward their customers with presents from either the company or just for special days and events. With the marketing information that the company receives the managers and employees are able to provide proper services to the customers.

        The managers are also making sure that their employees are at the same level with the company’s values and opinions. They would make surprise visits just to check how the service is working, and motivating their employees by organizing certain events to be able to talk about development and changes. Also to get ideas about things that could be done for the consumers to get meet their needs even more.

Why does Harrah’s system works so well compared to Marketing Information Systems efforts by other companies?

        With customer services scores, employees have their own system for accumulating points and for redeeming them for a variety of rewards. Harrah’s combines its service culture with the brain center of Total rewards. They have developed a system that is like the total reward system but for the employees, they gain points based on their work and performance. They are trained according to Harrah’s standards. That way Harrah’s is able to be sure of their loyalty. Also that way the consumers are satisfied with the services that they receive. They also use mystery shoppers to verify that the consumers are getting the service they want. Harrah’s always staying in touch with the present this way. Reason being is because they are constantly improving technology so that its services and products are always what the consumer wants.

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