The High Roller Experience: How Caesars and Other World-Class Companies Are Using Data to Create an Unforgettable Customer Experience 1st Edition

The High Roller Experience: How Caesars and Other World-Class Companies Are Using Data to Create an Unforgettable Customer Experience 1st Edition – Ebook Instant Download/Delivery ISBN(s): 9781259862953,9781259862960,125986295X,1259862968

Product details:

• ISBN-10: 1259862968
• ISBN-13: 9781259862960
• Author: David Norton

The marketing guru of Caesars/Harrah’s shows how you can double-down and win with a proven data-driven approach Walking 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.

Table contents:

PART 1 A Broader View of Loyalty
CHAPTER 1 Customer Centricity and All Its Components
CHAPTER 2 Loyalty Programs
CHAPTER 3 The Evolution of Total Rewards
CHAPTER 4 Innovative Loyalty Design in Other Industries
PART 2 Creating an Analytically Inquisitive and Innovative Culture
CHAPTER 5 Organizational Dynamics
CHAPTER 6 Hiring Practices
CHAPTER 7 Marketing Organizational Structure and Talent
CHAPTER 8 Using External Resources
CHAPTER 9 Sales and “VIP” Service Providers
CHAPTER 10 Customer Service and Contact Centers
CHAPTER 11 Measuring Service and Driving Customer Satisfaction
CHAPTER 12 The Role of Research
CHAPTER 13 Brand and Advertising Measurement and the Explosion of Digital Media
CHAPTER 14 Leadership
PART 3 The Proliferation of Digital and Big Data
CHAPTER 15 Impact of Big Data
CHAPTER 16 Interactive CRM
CHAPTER 17 Putting It All Together
CHAPTER 18 Innovation

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