Genesis Rangel
Marketing Research
November 25, 2019
Individual Assignment
Part A
Diamonds in the Data Mine
Diamonds in the data mine by Gary Loveman is an article based on Harrah’s Entertainment. The
article talks about how Phil Satre extended from four casinos in two states to 26 casinos in 13
different states. This progress was made by focusing on attracting a broader audience rather than
just simple gamblers. Offering different amenities is what made Harrah grow and be so
successful. By saying that, different competitors started to copy the strategies. Another
advantage Harrah has is the long-lasting relationship with the customers. So, the company started
to invest in new technology to analyze and assemble data. Their goal is improving its customer
service to build customer loyalty. Total Gold is a player-card program design to improve
customers’ visits throughout the entire country.
When they start putting closer attention to the database some statistics came up like the Total
Gold cardholders. Also, they focus on having a friendly and close relationship with the
customers, making them feel more comfortable so they can express loyalty to the company. The
company discovers that the more they appealed to the customer’s preferences, the more profit the
company gain. Also, they started to treat customers differently depending on their value to the
company. Based on the new database, development and the separation on customers, the
company develops tree different and new opportunities which are: Gold, Platinum and Diamond
cardholders based on their annual uses and value in the company. All these new developments
the company was doing was to fulfill customer service needs.
Another data they found is that customers love friendly and helpful attention in addition to fast
service. According to the data, they linked that customer experience had a great influence on
how much a customer spends. Harrah’s trained its employees to deliver an excellent service. The
company also implemented a bonus plan to reward cash to its employees. Customers were loyal
due to excellent customer service. They were focusing on having excellent customer service to
make customers want to come back again to get the same or better service. Harrah’s maintain
their competitive advantage by using human capital and technology systems to know their
customers better. Adding also the excitement and benefits from the Total Reward program.
Making and improving the data and fulfilling the customer needs by customer service.
In my opinion, databases are important so companies can track and take advantage of the
information they can record. Harrah’s company is a good example of it. The company grows so
many thanks to the databases they acquire. Besides, the Total Gold program also was a good
example, at first, they failed by not knowing the different types of customers the company had.
The company also expand their target market. Although, Learning and knowing more about their
customers is what helped the company develop and grow. On the other hand, the company also
focuses on customer service, which takes a big part in Harrah’s. The company knows by their
databases that the best customers service their guests have the more they spend in their
amenities. Having customer loyalty was an important factor in the company which they acquire
by knowing their customers, having excellent customer service and come up with the Total Gold
card.
Part B:
Since Nike have been a global company is important to have constant data about our customers.
This will help the company to have an estimated of how good or bad the company doing. I would
like to help the seller to know the preferences and points of view of my customers. The
respondents of this survey will be new and current customers. In this case, I would like to help
the company take into consideration social media and know in which areas would be
recommended to invest.
