Caesars Entertainment partners with IBM and Salesforce

Marco Roca started from the bottom, but today he's leading the development arm at Caesars Entertainment. It's his job to put to use 96 acres of empty land bordering the Las Vegas Strip, and he has a few ideas.
Caesars Entertainment is moving to create one unified profile of customers, including those at Caesars' Palace Las Vegas. Photo credit: Caesars Entertainment

Caesars Entertainment is working with consulting agency Bluewolf, an IBM company, and Salesforce to enhance guest experiences with more intelligent and personalized hospitality. With a new generation of customers focused on digital experience, brands are looking at unique ways to differentiate themselves. Bluewolf's deep Salesforce expertise made it an ideal partner to help Caesars Entertainment.  
 
“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,” Caesars Entertainment VP of Marketing and Strategy Jennifer Nocco said in a statement. “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. 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.
  
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. 
  
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 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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