Capgemini Consulting and the MIT Center for Digital Business.

Amid the glitz and grandeur of the casino industry, Caesars Entertainment has placed its strategic chips down on customer relationships. The company pioneered this strategy in the early 2000s with its Gold Rewards loyalty program, which evolved into the award-winning Total Rewards. The program adopts a data-driven and closed-loop approach to deliver a personalized experience for Caesars’ guests.

Today, Caesars is extending this strategy with mobile technologies in ways that go beyond just a slick-looking app. The company aims to deliver a superior customer experience by leveraging SMS, apps, location data and QR codes in a number of complementary ways. Senior executives point to three fundamental components underpinning this strategy: customer data, mobile and company culture.

This paper examines these three areas in detail to understand how Caesars has led the way in digitalizing the customer experience.

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