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Embedding customer segmentation through service



Increase in customer satisfaction


Improvement in customer advocacy


Increase in
repeat visit

The challenge

Caesars Entertainment Corporation (CEC) is the world’s largest and most geographically diverse casino-entertainment company, with 68,000 employees, 115 million guest visits per year and an annual turnover of over £5billion. In a market under pressure from the growth of online gaming, CEC recognised that to stay ahead of the competition their organisation needed to become more customer-centric.

The solution


We developed a customer segmentation programme designed to grow and retain their highest value customer groups through delivering personalised service in their casinos. We then delivered a multi-channel, internal communications and engagement programme to build understanding, commitment and align decision-making in all areas of the organisation with the right customer outcomes.

If you'd like to understand this project or our approach in more detail,

email or call 023 8082 8505

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