At Harrah's everyone is in marketing
Harrah’s Entertainment doesn’t consider itself a casino operator, hotel chain or entertainment firm. The focus is marketing, and at the center of it all is Chief Marketing Officer David Norton.
Norton’s priority is customer data and insight. “We want to engender as much loyalty as possible,” he says. “And we want everyone to receive really great service. Ultimately it’s about exceeding the customers’ expectations, surprising them with a level of personalization, and treating them with warmth and friendliness.” That involves a holistic approach from the entire company – from marketing to IT to front-line employees.
Harrah’s customer strategy is driven by its 40 million-member loyalty program, Total Rewards. Norton and his team collect and analyze member data to learn about the customer experience in general, as well as individual customer preferences. “We know how often a customer visits, how much they play, which offers and rewards are most appealing to them and, for a good percentage, the service scores they have provided us in the past,” he says.