Redefining the customer experience
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?”
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.
Several new offers were launched, including a new state-of-the-art spa (Qua). Qua Baths & Spa was recognized in the Robb Report and made Spa Magazine’s Top 10 list during its first year in operation; it was also named as one on of the top 250 spas in America by Conde Nast Traveler in 2010. The new offers have helped generate incremental new traffic, increased sales, and overall improvement in guest satisfaction scores.