How can you optimize your customer loyalty and retention efforts? We look at the amazing efforts of Caesar's. Former Harvard marketing professor Gary Loveman created the gold standard in loyalty programming when he joined Caesar's, eventually becoming their CEO. Watch the video of Loveman. Read the case about Caesar's and their Total Rewards (now Caesar's Rewards) loyalty program on pages 440-441. Answer the questions at the end of the case.

CaesarsEntertainmentslongtimefocusonbuildinglong-termcustomerloyaltyhasresultedinthecompanybecomingoneofthebiggestU.S.gamingcompanies.In2018,CaesarsEntertainmenthadover40locationsworldwideandearnednearly$5billioninrevenue.ItsTotalRewardsprogramalsoreceivedthe"BestPlayersClub"award,partofUSATodays201810BestReadersChoiceAwards.Atthetime,theprogramhadover55millionmembersreceivingaccesstovariouscasino,hospitality,dining,andotherrewards.69Questions1.Whatistheroleofcustomerrelationshipmanagementintheentertainmentindustry?Whatistherelationshipamongcustomersatisfaction,customerloyalty,andcompanyprofitability?2.WhatarethekeyaspectsofHarrahscustomerloyaltyprogram?Whatarethekeydriversofitssuccess?3.HowshouldHarrahsusetherecentdevelopmentsindataanalytics,machinelearning,andartificialintelligencetoenhancecustomerloyaltyandcreate CaesarsEntertainmentslongtimefocusonbuildinglong-termcustomerloyaltyhasresultedinthecompanybecomingoneofthebiggestU.S.gamingcompanies.In2018,CaesarsEntertainmenthadover40locationsworldwideandearnednearly$5billioninrevenue.ItsTotalRewardsprogramalsoreceivedthe"BestPlayersClub"award,partofUSATodays201810BestReadersChoiceAwards.Atthetime,theprogramhadover55millionmembersreceivingaccesstovariouscasino,hospitality,dining,andotherrewards.69Questions1.Whatistheroleofcustomerrelationshipmanagementintheentertainmentindustry?Whatistherelationshipamongcustomersatisfaction,customerloyalty,andcompanyprofitability?2.WhatarethekeyaspectsofHarrahscustomerloyaltyprogram?Whatarethekeydriversofitssuccess?3.HowshouldHarrahsusetherecentdevelopmentsindataanalytics,machinelearning,andartificialintelligencetoenhancecustomerloyaltyandcreate