As senior vice president and CIO of Harrah’s Entertainment, Tim Stanley’s game of choice is “operational CRM,” a combination of technologies the company deployed in 2005 to bring CRM closer to real time. Based on up-to-the minute customer info, employees now ply patrons with special rewards and other benefits, a tactic that has boosted Harrah’s revenue by 10 percent.
“What’s cool about technology is how much you can integrate into an ecosystem, and building projects and processes around humans,” says Stanley, who began his career as a U.S. Air Force officer working on advanced missile guidance and early GPS efforts. “That’s also what’s most challenging, especially for consumers with the technology they have now.”
Another challenge is dealing with two monster acquisitions: Horseshoe ($1.5 billion) in 2004 and Caesars ($9.3 billion) in 2005. Stanley successfully completed IT integration with Horseshoe last year, but the far larger integration with Caesars is ongoing.
Before joining the world’s largest gaming company, Stanley was CIO at National Airlines and served as a partner in the consultancy USWeb. He plans to parlay his understanding of GPS to create location-based applications for PDA users and yield a richer experience for Harrah’s customers.