Aim: a competitive edge
Lowering cost Casinos spend up to 20% of revenues on complimentary services for high rollers. One assignment for pit bosses has always been to keep an eye out for the big spenders. Now, however, many casinos have developed computer systems to analyze data on customers. Caesar’s Palace lowered its complimentary budget more than 20% by developing a player-rating system for more accurate identification of big spenders.
Enhancing differentiation American Express has developed differentiated travel services for corporate customers through the use of information technology. The services include arranging travel and close monitoring of individual expenses. Computers search for the lowest airplane fares, track travel expenses for each cardholder, and issue monthly statements.