Embedding customer segmentation through service
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.
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.