3. PEOPLE INVOLVED
3.1 Philip Satre:
Philip G. Satre, Private investor since 2005. Mr. Satre was Chief Executive Officer of Harrah’s Entertainment, Inc., a provider of branded casino entertainment, from 1994 to 2003 and a director of Harrah’s from 1988 to 2005, serving as Chairman of the Board from 1997 to 2005. Mr. Satre has held various other positions of increasing responsibility with Harrah’s since 1980, when he joined the company as Vice President, General Counsel and Secretary, until his retirement in 2005. Prior to joining Harrah’s, Mr. Satre practiced law in Reno, Nevada. He has been a director of International Game Technology since January 2009 and its Chairman since December 2009, and a director of NV Energy, Inc. since 2005 and its Chairman since 2008. Mr. Satre served as a director of Rite Aid Corporation from 2005 to 2011 and Tabcorp Holdings, Ltd. (Australia) from 2000 to 2007.
Phil as CEO of the company is in accordance with the strategies Harrah´s adopted to give its customers a better service and thus to ensure and increase their loyalty, the first is the independence that the company, ie, does not depend on shops, restaurants, bars and high income has come from their own casinos and second concerns the relationship of the company with his frequent customers because this leads to an increase compared to the benefits that would bring to the company
On the other hand Phil chose to invest in the and development intellectuals and technological capabilities that are needed to collect and analyze data on customers.
3.2 Gary Loveman :
Gary Loveman has served as a member of Coachs Board of Directors since January 2002. Mr. Loveman is the Chairman, Chief Executive Officer and President of Caesars Entertainment Corporation (f/k/a Harrahs Entertainment, Inc.), a casino entertainment company; he has held the position of President since April 2001, Chief Executive since January 2003, and Chairman since January 2005. He held various other executive positions at Caesars Entertainment Corporation from May 1998 to April 2001. From 1989 to 1998, Mr. Loveman was Associate Professor of Business Administration, Harvard University Graduate School of Business Administration, where his responsibilities included teaching M.B.A. and executive education students, research and publishing in the field of service management, and consulting and advising large service companies.
Mr. Loveman serves as a Director of Caesars Entertainment Corporation and FedEx Corporation, and is a member of the Board of Trustees at Childrens Hospital Boston. He holds a Bachelor of Arts degree in Economics from Wesleyan University and a Ph.D. in Economics from the Massachusetts Institute of Technology.
Loveman served as Harrah’s Entertainment’s chief operating officer from 1998 until 2003. Under Loveman’s leadership Harrah’s began to focus on building loyalty and bringing more gamblers to the casino. Loveman also established a rewards program for Harrah’s employees of all levels, based on customer satisfaction.
3.3 Marilyn Winn
Marilyn Winn is the President of Wynn Las Vegas, LLC, owner and operator of Wynn Las Vegas and Encore Las Vegas where she oversees the day-to-day operations of the properties. Mrs. Spiegel served in executive positions at Harrah’s Entertainment, Inc., including Senior Vice President and General Manager of Harrah’s Las Vegas and the Rio All Suite Hotel and Casino, Senior Vice President of Human Resources, Senior Vice President and General Manager of Harrah’s Shreveport Hotel & Casino in Louisiana and Vice President of Human Resources for the company’s Southern Nevada operations. Mrs. Spiegel began working for Harrah’s Entertainment, Inc. in 1988. Mrs. Spiegel is a member of the Las Vegas Visitors and Convention Bureau board of directors.
Marilyn lives and breathes Harrah´s CRM culture, she says “ My job is to make money for Harrah´s entertainment by creating a great climate for customers and employees”.
4. ORGANIZATIONS INVOLVED
5. MAIN PROBLEM
According to that seen in the case, Harrah’s is a company that provides entertainment and accommodation in resorts located in the United States. It is one of the largest companies that offer entertainment and luxurious accommodations. As we saw in the case, the company is very concerned about the management of client relationships and gathering information through customer service, they generate what they call “customer insights ” which used to contribute to the experience customer on site and the service provided . But there is a problem in all this is that according to the text, are based on surveys of their best customers, those who spend more money on their facilities.
This makes the experiences and new trends in customer service are made based only on the opinions that make customers more money. And behold, when the service is bad for customers who rarely attend the place, because they give preference to senior clients and there is no equal treatment to the client. According to a page (www.tripadvisor.com.uk), a website known for the various reviews that users have to say about hotels and tourism, found that Harrah’s has a considerable level of critical customer service as you can see below:
Here we can see that there is a high level when the bad reviews, well then we can see that the majority is in customer service:
So this is where we see the different views of users as follows:
“Overpriced NO WIFI Dirty Glass in Room – Go Elsewhere!”
In conclusion, we can see that the company has flaws in the customer service industry only focuses on improving customer experiences which have more money, but relates to neglect or treat with new clients of the company and this is where most of the complaints are .The company has to conduct a study and improve treatment for all the public, since the treatment for a person with so much money as a new customer who wants to know the hotel has to be the same way because the company cannot stay focused on a group of public, the company must open the focus group to be able to grow so large scale.
6. STRATEGY (SOLUTION)
To what extent is Harrah’s in danger of a competitor copying its system?
The risk is very high because the world of market competition is always present and always we see companies that want to copy the system of Harrah’s, Harrah’s system is so good that is under scrutiny of other companies, if any competitor is filtered and copy the Harrah’s system could be a serious situation because the competitor could take Harrah customers, it is very easy for a company to be filtered so Harra must make a supervise to ensure that the information is not given to competitors for this they must train employees instilling values of honesty and gives them a friendly and pleasant working environment.