Make Every Customer More Profitable: Harrah's Entertainment Inc. - ' Total Rewards ' (
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- At a Glance">
Total Rewards Program
Since 1997
Focus Improve market share against rivals
Members 26 million, up from 12 million in 1997
Impact on Bottom Line Customers spend more of their gaming budget at
Harrah's—43 percent in 2002, up from 36 percent in 1997
Key Technologies Cognos for queries and reports; SAS for modeling; Teradata
database (NCR Corp.)
Special Perks Show tickets, spa treatments, Diamond Lounge for high-rollers, free hotel rooms, limousine service
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