Caesars Entertainment Taps IBM, Salesforce For Digital Upgrade

Caesars Entertainment (CE) has selected the joint team of IBM's Bluewolf, a global consulting agency, and Salesforce to overhaul the casino destination's guest experiences following a competitive pitch.

Caesars will first work with Bluewolf to aggregate legacy systems and historical customer data from multiple sources to create one unified customer profile (UCP). This platform leverages Salesforce services to connect all aspects of the guest experience, from gaming to dining, that will be optimized based on the guest's preferences and purchases. Marketers will also be able to use the system to personalize communications and incentives in real-time across all Caesars properties. 

Bluewolf will also help Caesars integrate the Salesforce platform to deliver personalized experiences in real-time via its mobile app. Caesars is modernizing its call centers with Salesforce that will provide its agents with a 360-degree view of customers in one unified desktop view.  

This overhaul was first envisioned after Caesars participated in Salesforce’s in-house accelerator program and worked with Salesforce Success Cloud to build a five-year Salesforce-centric roadmap, that included a full digital operating model and change management.



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