Gaming Concepts Consulting Services
Management Consultants
Gaming Concepts Consulting Services
Consultant to Solaire Manila (under Spectrum Gaming)
February 2010 – July 2011
26 years experience – 19 years in SE Asia
Gaming Concepts Consulting Services
Partnering with PAGCOR to provide Solutions…..
Welcome to Today’s Seminar
23rd July 2012
PAGCOR SEMINAR
Customer Service Excellence & Brand Strategy in a
Competitive Landscape
Let’s React Now !
What does PAGCOR stand for ?
What is our BRAND ?
What are our VALUES ?
As seen from the Competition
Common Perception 1. Government Outlet
2. Regulator & Operator 3. Slow to React to the Competition 4. Need for Improvement to Compete 5. Not really a Competitive Concern
1. Multiple Outlets 2. Large Numbers of Employees 3. Mixed Value Proposition 4. Products 5. Services
Key Issues
So where so we need to look?
COMPETITIVE LANDSCAPE
Home & Abroad
What does the competition have in stall for us?
ü Quality Products & People ü Quality Customer Service ü Quality Systems & Procedures ü Quality Integrated Resort Venues
COMPETITIVE LANDSCAPE
COMPETITIVE LANDSCAPE
Venetian Macau Integrated Resort with American Pizazz Galaxy Macau Asian Expertise (Cultural Awareness) Wynn Macau 6 Star Quality over all Products & Services
Macau
COMPETITIVE LANDSCAPE
Resorts World Sentosa Integrated Resort Marina Bay Sands Integrated Resort
Singapore
COMPETITIVE LANDSCAPE
Resorts World Manila Integrated Resort Clarke Fontana
Casablanca Widus Oxford
Philippines
COMPETITIVE LANDSCAPE
Examples of Different Types of Leading Strategies
Case Study: Solaire Manila
Case Study: Solaire Manila § Opens: 1st to 2nd Quarter 2013 § Standard: Wynn Macau § Staff: Majority of executives will be expat Filipinos § Operations: International standards adjusted to local
requirements
Case Study: Resorts World Manila
Case Study: Resorts World Manila
§ Integrated Resort § Family Atmosphere § Several Target Markets § Asian & Global Expertise § Unlimited Capital Budgets
Case Study: Wynn Macau
Case Study: Wynn Macau § 6 Star § Refined Elegance § Limited Promotions § Customer Service Excellence § Operations: International Standards
How do we see Ourselves ?
Where can we make the improvements ?
Understanding What Industry Are We In ?
Gaming NO Entertainment YES….
Creating Value to Set Us Apart
1. Clean & Safe Environment 2. International Operational Standards 3. Clear Marketing & Branding Strategy 4. World Standard Loyalty Programs 5. High Quality Customer Service 6. High Quality Product (Equipment)
Key Take Outs from our Branch Managers
1. Tenants, not Landlords 2. Limited outlets such as hotel rooms, restaurants, retail 3. Limited CAPEX budgets 4. Procurement process are very long 5. Majority of front line staff are not young or enthusiastic 6. Need to hire the right people 7. Need to create a high standard boutique chain of
casinos to compete 8. Need to observe religious protocols
The Gaming Experience
High Quality Product & Excellence in Service
The Gaming Experience
Attitude
Every day is NOT the same !
The Gaming Experience
Make Every Day Memorable for the Staff and Customers !
Key Take Outs from Branch Managers
1. Need to create an exciting & dynamic work environment 2. Introduce daily meetings and give everyone a sense of being 3. Need to have young, energetic staff (hire the right people) 4. Branch Managers to lead by example 5. Customer Service programs should not fail 6. Excellence in service is a mental attitude
Value Creating Service
How to set PAGCOR apart from the Competition
Value Creating Service
Solutions
1. Create a Brand throughout all Properties 2. Understand that Customer Service is the Key 3. Provide the Technology to Succeed 4. Implement the Strategy
Implementation
Introduce a Brand, Create a Customer Experience... and
Stick to it Every Day!
Introduce the Process
Example of Customer Service Excellence
1. Always solve problems quickly, worry about procedures later 2. Treat the customer as well as your best friend… every time 3. Provide complementary services starting at dealer level 4. Reduce problem solving authority thresholds 5. Act quickly at all times (turnover means profits) 6. All positions should be a standing position, except seated
dealers 7. Introduce Valets and Host at entry points. First impressions
do count
Key Take Outs from Branch Managers
1. Have had many customer service programs before… that haven’t worked
2. Branch Managers need to implement and measure. Not HQ 3. Need to know what is excellent customer service and
implement the strategy and not let it fail 4. Customer Service is a mental attitude. Can not be taught
Measuring Success
1. Repeat Business (Increased turnover at the tables/slots) 2. Recognized Loyalty Programs 3. Happy Customers – Win or Lose 4. Utilized and Effective Technology (CMS) 5. Continual Change
§ Entertainment § Games § Floor Configuration § Food & Beverage § Promotions
Key Measurements of Success
Key Take Outs from Branch Managers
1. Customers like to come to PAGCOR branches for the personal service levels but need to be improved
2. Repeat visits are common but reducing 3. Some Loyalty Programs in place. (Need to be implemented
as a matter of urgency with rewards being DYNAMIC) 4. Game analysis not overly emphasized 5. Branch Managers must take overall responsibility
Questions
When do we Start ?
Four integrated resorts will be in Manila Bay Entertainment City within 5 years… so…
Start Now !
Thank-you
Presentation available for download at:
www.gamingconceptsgroup.com
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