Harrah´S Entertainment Inc

Question 1: Choose one or to a greater extent definitions from the theory discussed in class to describe CRM as implemented by Harrah´s Entertainment Inc. I believe that the crew of Kotler´s and Zigmund,McLeod, Gilbert definition of CRM perfectly describes the situation of Harrah´s Entertainment Inc. Kotler refers to CRM as: the process of managing detailed instruction close individual nodes and carefully managing all client touch points to increase customer loyalty. Zigmund, McLeod,Gilbert definition is a bit more than detailed: A business strategy that habits information engine room to provide an enterprise with a comprehensive, reliable, and integrated view of its customer base so that all processes and customer fundamental interactions help view as and expand mutually beneficial relationships. In this case the intent of information technology in all stages of customer interaction understandably provides HEI (Harrah´s Entertainment Inc.) with a competitive advantage. The use of different software programs and applications creates an efficient and effective CRM tool. Managers and employees know the information of any customer and they can customize individual offerings all the same at real time. This way of working creates the feeling of splendour and recognition to the customer and leads to customer loyalty.

Question 2: Is CRM as implemented by HEI focused on IT or it comprises a total business strategy? Where would you position Harrah´s CRM on the relevant continuum? Explain your answer. CRM as implemented by HEI is clearly comprises a total business strategy. HEI not only created a new marketing strategy but also changed the geological formation itself. Before the IT systems implementation, the different casinos used to run their own marketing programs and offerings for the customers. This decentralization led to different CRM approaches that tried to retain the customer locally. This changed after Phil Satre managed to convince local managers and CRM became centralized. By combining... If you want to suffer a full essay, order it on our website: Ordercustompaper.com

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