National customer recognition system and method

• US 6,183,362 B1
• Filed: 06/01/1998
• Issued: 02/06/2001
• Est. Priority Date: 05/24/1996
• Status: Expired due to Fees

• Current Assignee: Harrah's Operating Company Incorporated (Caesars Entertainment, Inc.)
• Original Assignee: Harrah's Operating Company Incorporated (Caesars Entertainment, Inc.)
• Inventors: Boushy, John Michael
• Primary Examiner(s): SAGER, MARK ALAN
• Application Number:
  US09/088,423
• Time in Patent Office: 981 Days
• Field of Search: 463/1, 463/12-13, 463/16, 463/20, 463/25, 463/29, 463/30, 463/36, 463/40-42, 273/138.2, 273/139, 273/143.R, 273/292-293, 235/375, 235/380, 235/382, 340/825.3, 340/825.31, 340/825.34, 340/286.01, 340/323.R, 700/91-93, 705/1, 705/10, 705/16-18, 705/14
• US Class Current: 463/25
• CPC Class Codes: G06Q 10/06375 Prediction of business process outcome or impact based on a proposed change
• CPC Class Codes: G06Q 20/387 Payment using discounts or coupons relating to marketing G06Q30/02
• CPC Class Codes: G06Q 30/02 Marketing; Price estimation or determination; Fundraising
• CPC Class Codes: G06Q 30/0201 Market modelling; Market analysis; Collecting market data
• CPC Class Codes: G06Q 30/0204 Market segmentation
• CPC Class Codes: G06Q 30/0209 Incentive being awarded or redeemed in connection with the playing of a video game
• CPC Class Codes: G06Q 30/0212 Chance discounts or incentives
• CPC Class Codes: G06Q 30/0215 Including financial accounts
• CPC Class Codes: G06Q 30/0226 Incentive systems for frequent usage, e.g. frequent flyer miles programs or point systems
• CPC Class Codes: G07F 17/32 for games, toys, sports, or amusements
• CPC Class Codes: G07F 17/3223 Architectural aspects of a gaming system, e.g. internal configuration, master/slave, wireless communication
• CPC Class Codes: G07F 17/3237 about the players, e.g. profiling, responsible gaming, strategy/behavior of players, location of players
• CPC Class Codes: G07F 17/3239 Tracking of individual players
• CPC Class Codes: G07F 17/3255 Incentive, loyalty and/or promotion schemes, e.g. comps, gaming associated with a purchase, gaming funded by advertisements

Abstract

A system and method for implementing a customer tracking and recognition program that encompasses customers'"'"' gaming and non-gaming activity alike at a plurality of affiliated casino properties. Customer information is accumulated at each affiliated casino through one or more LAN-based management systems, updated to a central patron database (CPDB) that is coupled to each casino LAN through a WAN, and made available to each affiliated casino property as needed. Customer accounts are automatically activated and provided with data from the CPDB when a customer from one casino property first visits an affiliated casino property. Customer accounts are updated with new activity data whenever a management system associated with the casino receives customer data from input devices, such as card readers, workstations, and dumb terminals, located at various venues throughout the casino. Customers are awarded points, based on their tracked activity at all affiliated casino properties. The point awards have a monetary value and are redeemable for gifts, meals, cash and the like, at any of the casino properties. The point awards may embody different promotional schemes in which point awards are adjusted to target different casino properties or different venues within a casino. Summary customer data, including point levels, is regularly updated to reflect ongoing customer activity at the casino property. This data is made available to employees at any affiliated casino property, as needed, to personalize customer services.

Claims

1. A computer-implemented method for differentiating a customer from other customers at any of a plurality of casino properties, the method comprising:

monitoring betting activity of the customer at a plurality of the casino properties;

periodically updating a theoretical win profile for the customer as a function of estimated winnings from the monitored betting activity of the customer at the plurality of casino properties over a time period, the theoretical win profile for subsequently determining complementaries or services to be provided to the customer;

establishing a status of the customer as a function of the theoretical win profile, the status selected from a group including at least a special status and a non-special status;

detecting the customer at any one of the casino properties;

determining the status of the customer; and

responsive to the status of the customer being a special status, providing a distinguished service to the customer, the distinguished service limited to customers having the special status.

2. The method of claim 1, further comprising:

accumulating points in a customer account of the customer according to a monetary value of the monitored betting activity of the customer at the plurality of casino properties; and

establishing the status of the customer as a function of the accumulated points in the customer account.

3. A computer-implemented method for differentiating a customer from other customers at any of plurality of casino properties, wherein each casino property includes a computer-implemented management system, at least one input device coupled to the management system for transferring activity data of a customer to the management system, and a physical instrumentality proximate the input device, the management system of each casino property being further coupled to a central database server, the method comprising:

at each of the plurality of casino properties, assigning a customer ID and a corresponding customer account to each of a plurality of customers at the casino property, and storing the customer ID and corresponding customer account assigned at a casino property in the management system at the casino property, each customer account at each casino property including a theoretical win profile for the customer as a function of estimated winnings from the betting activity of the customer at the casino property over a time period, the theoretical win profile for subsequently determining complementaries or services to be provided to the customer;

forming, from the customer accounts in each of the management systems at the plurality of casino properties, a database of customer accounts in the central database server, each customer account in the database accessible through the corresponding customer ID, each customer account in the database including a status field indicating the status of the customer, and selected from a group including at least a special status and a non-special status, the status determined as a function of the theoretical win profiles of the customer in the customer accounts;

monitoring at least one input device at a casino property for activity data of a customer, including a customer ID to detect a presence of the customer;

responsive to detecting a customer ID, determining whether the corresponding customer account is activated in the management system of the casino property;

responsive to determining that the corresponding customer account is activated in the management system, updating the corresponding customer account with the activity data of the customer monitored at the input device; and

responsive to determining that the corresponding customer account is not activated in the management system, copying selected activity data of the customer from the corresponding customer account in the central database to the management system at the casino property to activate the customer account in the management system at the casino property, the selected activity data including the status field of the customer account;

determining the status of the customer in the customer account; and

responsive to the status of the customer being a special status, providing a distinguished service to the customer, the distinguished service limited to customers having the special status.

4. The method of claim 3, further comprising:

accumulating points in a customer account of a customer according to a monetary value of the monitored betting activity of the customer at the casino property; and

establishing the status of the customer in the customer account in the central database server as a function of the accumulated points.