Post on 20-Aug-2015
transcript
Improving Brand Touch Points Linked to the Customer Experience
5th Annual Internal Branding & Employee Engagement
February 2011
Strategic Plan
• Fortifying Financial Discipline• Building a Stronger Operating Company• Elevating the Customer Experience• Leveraging Human Capital• Repositioning the Brands
Leveraging Human Capital
• Dedicated to becoming the undisputed leader in customer courtesy in EVERY jurisdiction
• What do you think the number one driver of casino visits is?– A. Cleanliness– B. Safety– C. Friendliness of staff– D. Fun environment– E. Winning
Sue Z. WinnerHousewifePart Time ReceptionistColorado Springs, CO
Destination:Length of Stay:
She Likes:
Lady Luck Black Hawk2 DaysBuffet & Crazy Olives
• Doorman
• Bellman / Vestibule
• Front Desk
• Welcome Packet
• Room Key
• Open Door Impression
• Hotel Signage / Wayfinding
• Elevator
• Courtesy Call
• Dining on Property
• Nightlife
• Turn Down Service
• Wake-up Call
• Room Service
• Check-Out
• Follow Up
• Advertising
* Website
• Direct Mail
• Valet
• Ease of Parking
• Staff Interaction
Motivating Touch Points
Secondary Touch Points
TOUCH POINTS MAP
• Desk Set
• In-Room Directory
• In-House Channel
• Promotional Materials
• In Room Amenities
• Bathroom
• The Gaming Floor
• Meeting Rooms
EFFECT ON THE BRAND
MINIMAL MAXIMAL
BRAND VALUESMANAGEMENT STRUCTUREINVESTOR RELATIONSMARKETING STRATEGYCUSTOMER RELATIONS
LOYALTY CLUB PROGRAM
KNOWLEDGE MANAGEMENT
DATABASE / CRM MANAGEMENT
TECHNOLOGY / TRACKING
RESEARCH
GUEST SATISFACTION SURVEYS
PLAYER DEVELOPMENT PROGRAMS
DISTRIBUTION
STAFF MOTIVATION
RECRUITMENT PROGRAMS
STAFF OPNION SURVEYS 360
HUMAN RESOURCES
BOH ENVIRONMENTS
The Experiential Brand. . .
The Visual Brand...NAMELOGOBRAND IDENTITYPACKAGINGPRODUCTS AND SERVICES
NAME
LOGO
BRAND IDENTITY
PACKAGING
BRAND IDENTIFIERS
Experiential Brand...
Visual Brand...
EASYPromotions
Service
Technology
Parking
Hotel Check-in
COMFORTABLEGaming Floor
Hotel
Food
Environment/Decor
Employee Interaction
VALUEFood
Offers/Club
Hotel
Games
FUNCelebratory Atmosphere
EntertainmentEmployee Interaction
GamesVisual Surroundings
IOC MANAGEMENT/PROGRAMS
MANAGEMENT STRUCTURE
INVESTOR RELATIONS
FREE CASH FLOW
SEE. SAY. SMILE.
CLEAN SAFE FRIENDLY FUN
ENTERTAINMENT
MARKETING PROGRAMS LOYALTY CLUB PROGRAM
DATABASE / CRM MANAGEMENT
TECHNOLOGY / TRACKING
PLAYER DEVELOPMENT PROGRAMS
MARKETING BY SEGMENT
STRATEGIC COMMUNICATION
RESEARCH
BOH INITIATIVES
More Bang for your Buckis Always More Fun
• Kitt’s Kart features $1 hot dogs and sliders• Free beer at the entrance• Free Sunday BBQ
What we’ve learned
• Fun doesn’t cost very much.• You have to invest in human capital.• The brand can come to life in unexpected
ways.