Submission Type

Presentation

Session Title

Session 3-2-D: Case Studies – Engagement

Location

Caesars Palace, Las Vegas, Nevada

Start Date

30-5-2019 11:00 AM

End Date

30-5-2019 12:25 PM

Disciplines

Business | Marketing

Abstract

With competition increasing all over the world, integrated casino resorts are finding it increasingly difficult to acquire new customers and retain existing customers. The days of “build it and they will come” are well and truly behind us. Offering a superior customer experience (CX) is the only way for operators to achieve sustainable competitive advantage.

Based on an exhaustive literature review and validated by real world implementation, this presentation will introduce the audience to a new framework of customer experience management for gaming companies. Discussed under the acronym VICTORS, the author argues that a superior customer experience is comprised of six ingredients: Voice of Customer, Incentives, Culture, Touchpoints, Organization, Relationships, and Strategy.

This paper (presentation) will first establish the salience of customer experience for casino companies. Each of the components of VICTORS and their interrelationships among them will also be discussed. The tone of the paper will be research-driven with strong practical applications.

Keywords

CX, Customer Experience, Experience Management, VoC, Culture, Relationships

Author Bio

Sudhir H. Kalé, Ph.D., is the Founder and CEO of GamePlan Consultants, a business that offers boutique high level consultancy to gaming and other businesses all over the world. Previously, he has been on the Business Faculty at Bond University in Australia, University of Illinois at Urbana-Champaign, Arizona State University, National University of Singapore, and University of South Carolina. He also served as Distinguished Professor of Gaming Management at University of Macau. Professor Kalé has published over 100 academic papers in scholarly journals and proceedings.

Funding Sources

None

Competing Interests

None

Included in

Marketing Commons

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May 30th, 11:00 AM May 30th, 12:25 PM

VICTORS: A New Framework for Managing Customer Experience in Gaming

Caesars Palace, Las Vegas, Nevada

With competition increasing all over the world, integrated casino resorts are finding it increasingly difficult to acquire new customers and retain existing customers. The days of “build it and they will come” are well and truly behind us. Offering a superior customer experience (CX) is the only way for operators to achieve sustainable competitive advantage.

Based on an exhaustive literature review and validated by real world implementation, this presentation will introduce the audience to a new framework of customer experience management for gaming companies. Discussed under the acronym VICTORS, the author argues that a superior customer experience is comprised of six ingredients: Voice of Customer, Incentives, Culture, Touchpoints, Organization, Relationships, and Strategy.

This paper (presentation) will first establish the salience of customer experience for casino companies. Each of the components of VICTORS and their interrelationships among them will also be discussed. The tone of the paper will be research-driven with strong practical applications.