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Full Description
The marketing guru of Caesars/Harrah's shows how you can double-down and win with a proven data-driven approachWalking through Caesars in Las Vegas may seem like a dream-the lights are not too bright, the temperature is perfect, and everything is within your reach. But behind this "magical" experience is a carefully choreographed performance based on deep understanding and rigorous analysis of extensive data to help ensure guests have an incredible and personalized experience. The Caesars marketing story is recognized as one of the best examples of using data to improve the customer experience and marketing effectiveness in all of business. Marketing legend David Norton orchestrated the initiatives that made Harrah's/Caesars Entertainment one of the greatest marketing companies in the world. His approach of using data to identify opportunities for the business, developing the narrative to sell throughout the organization and partnering with various constituents to drive successful implementation operationally is unparalleled. In The High Roller Experience, he shares his secrets to creating an unbeatable marketing strategy. In addition to discussing core items such as analytics, CRM and loyalty programs, he examines the leadership and organizational processes required to create a customer-centric and data informed business. The author also shares case studies from the work at GALE helping companies leverage technology advances to improve the customer experience and build customer loyalty across a wide-range of industries. With this book to guide you, you'll learn how to use loyalty programs, analytics, and technology to drive phenomenal transformational change and rapid revenue growth within your own organization.
Contents
PreludePart 1: A Broader View of LoyaltyChapter 1: Customer Centricity and All Its ComponentsChapter 2: Loyalty ProgramsChapter 3: The Evolution of Total RewardsChapter 4: Innovative Loyalty Design in Other IndustriesPart 2: Creating an Analytically Inquisitive and Innovative CultureChapter 5: Organizational DynamicsChapter 6: Hiring PracticesChapter 7: Marketing Organizational Structure and TalentChapter 8: Using External ResourcesChapter 9: Sales and "VIP" Service ProvidersChapter 10: Customer Service and Contact CentersChapter11: Measuring Service and Driving Customer SatisfactionChapter 12: The Role of ResearchChapter 13: Brand and Advertising Measurement and the Explosion of Digital MediaChapter 14: LeadershipPart 3: The Proliferation of Digital and Big DataChapter 15: Impact of Big DataChapter 16: Interactive CRMChapter 17: Putting It All TogetherChapter 18: InnovationConclusion and EpilogueIndexNER(01): WOW
