>> I've been to a number of casinos. I have to admit it. And certainly, the one thing that really stands out is that there are masses of people trying to have a good time, and that as a company, obviously, that whole customer relationship management issue has to be the most significant thing you work on.
>> It is our bread and butter. It's really, what we pride ourselves on. We actually have over 100 million guests that join and visit us each and every year from around the world. And our whole goal for many years, and continuing focusing it is trying to create individual and unique experiences for those customers.
>> That really sounds very complex. So what's behind all the technology that you're using to deliver those kinds of personalize experiences?
>> Well, there are many systems and complex things like that. There are systems of systems. But the core of it is really around the customer and a set of customer databases and capabilities that are centrally located such that at any time a customer visits us, whether it happens to be here in Las Vegas, Nevada, whether it's in Atlantic City, Topeka, Kansas or Phoenix, Arizona, that customer's information by their designation and to their benefit is available such that we can treat them and recognize them in a way, whether they've been to that particular property before or whether they've visited us 100 times in the last year. So we maintain that information in a secure, private way, but make it, in real time, available so that not only are they receiving offers or incentives in the mail or over the web site, but literally now we've done a lot of what we call operational and interactive CRM, while you're on the property.
>> So, the idea is that customers are not treated equally.
>> That's actually true. And I think most customers would tell you that that's exactly the way we would all assume and hope it to be. So based on your experience, your loyalty, your preferences, it is our goal to purposefully treat you differently and uniquely to, I think, the best interest of both parties, ours and the customer directly.
==== Transcribed by Automatic Sync Technologies ====
