Identifying the interests of guests and delivering personalized experiences in real-time via its mobile app

Caesars Entertainment partners with IBM and Salesforce to deliver transformative guest experience

With Bluewolf's help, Caesars Entertainment is aggregating legacy systems and historical customer data from multiple sources to create one unified customer profile (UCP).
2018-09-14
Reading time 1:47 min
With Bluewolf's help, Caesars Entertainment is aggregating legacy systems and historical customer data from multiple sources to create one unified customer profile (UCP). By leveraging Salesforce Lightning Platform services, including Heroku and Salesforce IoT, Service Cloud and Marketing Cloud, Caesars Entertainment is using the UCP to connect into all aspects of the guest experience—from gaming to dining, entertainment and shopping.

Bluewolf and Salesforce today announced that Caesars Entertainment Corporation is working with both firms to enhance guest experiences.

"With properties across the globe and approximately 115 million guest visits per year, Caesars Entertainment has a diverse customer base who enjoy a variety of unique experiences," said Jennifer Nocco, VP Marketing and Strategy, Caesars Entertainment. "Some guests are focused on our fine dining experiences or gaming, while others are interested in seeing a show by one of our world-class performers. No matter what their interests are, our partnership with Bluewolf and Salesforce allows us to better understand their needs and helps us take our customer service to the next level."

With Bluewolf's help, Caesars Entertainment is aggregating legacy systems and historical customer data from multiple sources to create one unified customer profile (UCP). By leveraging Salesforce Lightning Platform services, including Heroku and Salesforce IoT, Service Cloud and Marketing Cloud, Caesars Entertainment is using the UCP to connect into all aspects of the guest experience—from gaming to dining, entertainment and shopping—enabling its marketers to personalize communication and incentives in real-time.

"To drive business transformation, market leaders need an experience-based strategy and delivery approach to achieve innovative change with Salesforce," said Eric Berridge, co-founder and CEO of Bluewolf. "We're building a platform for Caesars that will enable them to scale and deliver unforgettable experiences for every guest."

Caesars will use Salesforce to identify the interests of guests, such as their favorite music or cuisines, and send them relevant offers and suggestions, allowing Caesars to deliver personalized experiences in real-time via its mobile app. Caesars is also modernizing its call centers with Salesforce, providing its agents with a 360-degree view of customers in one unified desktop view, enabling faster case resolution.

"The casino industry is undergoing changes that have operators searching for new ways to increase engagement and loyalty with customers," said Taimur Khan, Salesforce GM and Vice President of Travel, Transportation and Hospitality. "With Salesforce, Caesars can tap into individual affinities to build highly personalized hospitality and gaming experiences that keep their guests coming back year after year."

To help envision its digital future, Caesars participated in Salesforce Ignite, Salesforce's in-house accelerator program, and worked with Salesforce Success Cloud to build a five-year Salesforce roadmap, including a full digital operating model and change management, setting the company up to drive the transformation needed for success.

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