Afiniti has generated a 6.5% increase in sales for Caesars Entertainment.

Download PDF Share case study

Calls optimized


Increase in sales revenue


Incremental reservations


Caesars is a major international hospitality group, serving millions of customers. As part of a strategic plan to increase revenues in their intensely competitive market, Caesars’ executive suite wanted to increase their contact center performance results. They identified a strategy to generate new customers and increase revenues through higher sales rates in their contact centers.

Caesars recognized that conversations where callers make a positive connection increase agent and customer satisfaction and generate higher levels of sales and conversion rates. This also results in calls being more efficient, leading to reduced handle time and lower business costs.

Caesars knew it had to accomplish a higher level of performance without taking on significant risk or undertaking new capital expenditures. Afiniti contracted with Caesars on pay for performance basis, under which Caesars made no significant investment and took no commercial risk.


deployment cycle


increase in sales


agents optimized

Caesars' Case Study Map

Afiniti’s First Assignment: General Reservations

In 2011, Afiniti partnered with Caesars to use behavioral pairing technology to improve their contact center performance. Caesars was seeking to optimize sales as part of their strategic plan to improve revenues.

Afiniti was initially deployed across 110 representatives focused on general reservations, replacing Caesars’ call flow model with Afiniti’s Enterprise Behavioral Pairing®. Afiniti’s behavioral pairing technology is the only contact center solution that optimizes call outcomes to pair agents with callers in real time based on behavior. This leads to an increased likelihood that callers and agents feel a natural rapport, a decisive factor in environments where revenues can be won or lost. The deployment had immediate impact on sales closing rates and Caesars could precisely measure the ongoing positive changes through Afiniti’s patented benchmarking process.

The design and implementation was completed within 90 days across existing telephony with no interruptions to operations. Caesars did not bear any upfront investment costs and took no significant risk. Afiniti accepted the entire commercial risk in exchange for a commissioned engagement.

Improved customer satisfaction
Increased Net Promoter Score
Reduced transfers
Increased first call resolution

Deployment Timeline
  1. 2011

    Deployed within 90 days across 110 agents in general reservations

  2. 2012

    Delivering 6.5% improvement in sales

  3. 2013

    Delivering a marked increase in guest satisfaction

  4. 2014

    Expanded to an additional 300 internal agents and 300 outsourced agents

Enterprise Expansion

In 2014, Caesars chose to quickly expand Afiniti’s behavioral pairing solution to include an additional 300 internal agents and 300 outsourced agents following the success of the initial deployment. A key component of the expanded deployment was Afiniti University, in which senior executives from Caesars’ cross-functional teams, including sales, finance, contact center, and technology, dedicated days to understand the fundamentals of Afiniti’s design, approach, and benefits. Just as important as the knowledge exchange between the two partners was the opportunity to build the durable personal relationships necessary for the pairing of two high performing teams.

To date, Afiniti has optimized 2 million calls for Caesars. Along the way, Afiniti is proud to have played a role in improving their call center environments and increasing their customer satisfaction.

Afiniti has increased annual sales conversion by 6.5% and delivered more than 30,000 incremental reservations

Ongoing Relationship

On an operational level, the partnership between Afiniti and Caesars encompasses an ongoing dialog on any changes in the contact center, including agent population, shifts in incentive structures, changes in skills-based routing plans, and upcoming marketing and sales initiatives. Afiniti continually adjusts our artificial intelligence algorithms to ensure ongoing peak performance.

Afiniti’s results have exceeded expectations, increasing annual sales conversion by 6.5% and delivering more than 30,000 incremental reservations since 2011.

Afiniti maintains an exceptionally close relationship with Caesars. Together we believe that delivering the highest possible level of customer experience is essential to long-term success. We make a great pair.

  • Over 2 million calls optimized
  • Avaya PBX/ACD integrated
  • 710 agents optimized
  • 30,000 incremental reservations

Find out more about Afiniti

Create a competitive advantage by combining your product and industry expertise with Afiniti behavior matching solution for contact centers.

Contact Us
Other case studies in telephony
TV Satellite


Financial Services

Kwik Fit Insurance