Salesforce and IBM join forces to digitally transform Caesars

Caesars also worked with Salesforce success cloud to build a five-year Salesforce roadmap

Salesforce and consulting agency Bluewolf have entered into a partnership to enhance guest experiences for gaming and entertainment company Caesars Entertainment Corporation.

The group's only property within the Asia Pacific region is Caesars Golf in Macau, however, globally the company carries nearly 50 casinos including the Caesars, Harrah's and Bally's.

Customers are increasingly interested in digital experiences that are both seamless and convenient - they also allow additional avenues for organisations to differentiate themselves.

As a long time Salesforce partner, Bluewolf stood out for its value-driven approach to digital transformation according to Caesars Entertainment, amid plans to increase customer loyalty through an enhanced, more personalised customer service offering.

"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, vice president of marketing and strategy at 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."

An IBM company, Bluewolf will help Caesars Entertainment aggregate legacy systems and historical customer data from multiple sources to create one unified customer profile (UCP).

Salesforce’s lighting platform will also be leveraged, including Heroku and Salesforce IoT, Service Cloud and Marketing Cloud, in an effort to tap into all aspects of the guest experience - this will enable marketers to personalise 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 are building a platform for Caesars that will enable them to scale and deliver unforgettable experiences for every guest."

In addition, Caesars Entertainment will use Salesforce to identify the interests of guests, such as their favourite music or cuisines, and send them relevant offers and suggestions, allowing the company to deliver personalised experiences in real-time via its mobile app.

Also, its call centres will be modernised 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, vice president of travel, transportation and hospitality at Salesforce.

"With Salesforce, Caesars can tap into individual affinities to build highly personalised hospitality and gaming experiences that keep their guests coming back year after year."

Furthermore, Caesars Entertainment also worked with Salesforce success cloud to build a five-year roadmap, including a full digital operating model and change management, setting the company up to drive the transformation needed for success.