Reaping Rewards

Kale, Sudhir H.; Klugsberger, Peter
July 2007
Marketing Management;Jul/Aug2007, Vol. 16 Issue 4, p14
This article offers an examination of how Harrah's Entertainment Inc. transformed themselves from a struggling casino into a model for customer relationship management in the business-to-customer sector. The author notes that there are many companies in the consumer services industries, such as hotels and airlines, that could benefit by incorporating some of Harrah's practices. The author examines how Harrah's arrived at the position they are today, noting that it was chief executive officer Phil Satre, who took over in 1984, that decided to move the casino in the direction of cultivating customer loyalty. The author examines how Satre had to decide whether to follow the path forged by competing casinos and invest in lavish architecture or stay focused on his customers.


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