Close relationships with customers are essential to running a successful casino business these days. The competition is heating up, thanks to growing numbers of local outlets and aggressive marketing of loyalty programs to bring in visitors. Caesars Entertainment is drawing on its long history of excellent customer service to win the game by building closer relationships with VIP clients and offering industry-leading service, with help from Salesforce. Through its 75-year history, Caesars Entertainment transformed from a humble bingo parlor in Reno, Nevada to a diverse entertainment company with resorts and casinos on four continents. Today, the company is going social to generate even greater customer value and loyalty. Caesars Entertainment aligns employees to better serve its most important guests by maintaining complete customer profiles in Salesforce, including hotel reservations, event attendance, and guest preferences. All to help the company build stronger ties with these important customers. “Getting to know our best clients on a personal level lets us give them a highly customized experience at any of our resorts around the world,” says David Koloski, Vice President, VIP Innovation & Operations.