The High Roller Experience is an easy-to-read manual on business / marketing and how to retain customers (loyalty programs). I would recommend for any working in marketing.

This is a fascinating book that not only gives insight into using data-driven techniques to boost revenue and business activity, but it helps lift the curtain a bit about what goes on at a high-end casino and gaming chain.

The author shows how marketing data is central to creating the right experience and opportunity for the chain, helping it personalise matters for segmented customers as well as develop relevant, actionable partnerships and commercial activities for the company. If the data was not available, this would not be possible. Of course, not everybody will have the same resources and reach at hand, but this does not mean that the self-same techniques cannot be reimagined for your own venture.

It is an entire process that goes beyond just marketing, as important as it is with analytics, CRM, loyalty programmes and customer care, but it requires a focussed leadership, organisational and management process throughout for greatest effect. A fine mix of theory, real-world implementation and case study practice are woven together in the book. It is rare that such a book manages to achieve a true sequential read by this reviewer, but this was a deserving exception that left an enduring legacy.

You do not need to be a marketer to get some benefit out of this book, although of course if you are it can be a don’t-miss book! Its knowledge is capable of being utilised in many situations, irrespective of company size or field of operations, and regardless of where the reader sits within that enterprise. It is well-written and manages to satisfy several audiences at the same time without dumbing down or confusing with science in the process. This doesn’t come without its ups and downs, as at times I had mixed views about its style, but perseverance was hardly a chore and it is worth the time to go through it. At the end of each chapter is a helpful and welcome recap too!

Take the time out to read this book and learn something new, even if you cannot directly apply the knowledge today. If you can apply it, you may find this one of the best purchases you’ve made in a very long time! Otherwise you’ve still had an informative, engaging and pleasurable read.

The High Roller Experience, written by David Norton and published by McGraw-Hill Professional. ISBN 9781259862953. YYYYY