Harrah’s Case Study

Redefining the Customer Experience

The Challenge

Caesars, Harrah's Entertainment Inc. (HET) flagship casino brand, faced declining sales and an eroding image in the premium luxury segment due to increased competition. Harrah’s faced a key question: “What innovative, category defining offers and operational improvements can be made to maintain premium brand position?”

Our Solution

Prophet conducted in-depth ethnographic research with customers to understand the most important experience elements and aspects that were underperforming versus the competition. Using the ethnographic and segmentation data, we then prioritized the most critical experience areas (e.g., casino floor, spa, pool) to develop a range of innovative, category-leading new offers (e.g. gaming concepts, service improvements, etc.). A plan was developed to support commercialization of the new experience offers based on qualitative customer feedback and development of business cases.

Results

Several new offers were launched or are currently being implemented, including a new state-of-the-art spa (Qua). Qua Baths & Spa has been recognized in the Robb Report and made Spa Magazine’s Top 10 list during its first year in operation. The new offers have helped generate incremental new traffic, increased sales, and overall improvement in guest satisfaction scores.