Cgc2 cdn gamingsummit-real-time-customer-analytics

Real Time Customer AnalyticsCanadian Gaming Canadian Gaming Summit

Monday, April 18, 2011

Agenda

• Background of the Case Study

• What is Real-Time Customer Analytics?

• Highlights of Customer Analytics in Action

• Lessons Learned

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Background of the Case-Study

Hotel

OperationsGaming

Operations

Las Vegas Resort & CasinoLas Vegas Resort & Casino

© Deloitte & Touche LLP and affiliated entities.Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 20112

RetailFood &

Beverage

Enterprise Data

Warehouse

Marketing

Analytics

Back of

House

Real Time Transactions

What is Customer Analytics?

Customer analytics is a process by which data from customer behavior is used to help

make key business decisions via market segmentation and predictive analytics. This

information is used by businesses for direct marketing, and customer relationship

management

Recruit the Customer On-Site Experience Retain the Customer

Customer Experience

© Deloitte & Touche LLP and affiliated entities.

Real-Time promotes Right-Time Decision Making

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Recruit the Customer On-Site Experience Retain the Customer

• How do you get a potential customer on to your property?

• How can you make sure their experience is optimal throughout their stay?

• What are the touchpointsyou have to reach your target?

• How do you get your customer to come back again?

• What was the overall customer satisfaction?

Business Architecture: Optimized Customer ExperienceH

ote

lC

asi

no

Better Customer ServiceBetter Customer ServiceTargeted Marketing

Opportunities

Targeted Marketing

OpportunitiesIntegrated Loyalty ProgramIntegrated Loyalty Program

Channel

Slot Device

Web

Spend Incentives

Customer

© Deloitte & Touche LLP and affiliated entities.4

Sp

aC

asi

no

Re

sta

ura

nts

Customer Relationship Mgmt (CRM)

ContactCenter

OutboundMarketing

InboundMarketing

Kiosk

In-Room

SMS

E-Mail

Direct Mail

Activity Real-Time Data

Warehousing

Customer

360°View

Customer

Interaction

Re

tail

Highlights of Customer Analytics in


Customer Analytics in Action

5

Better Customer Service: Contact Center

Recognized

Numbers are

identified or

Guest is

Searched

Customer data is

then populated on

screen

Deliver real time or

prequalified offers


Image Proprietary –For More Information Please Contact Jonathan Hui - Email: [email protected]

Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 20116

Integration with

operational system

Historical

Reservations

associated

with Customer

Better Customer Service: Gaming VIP Services

Spend Distribution across

the Enterprise




Point Threshold

Comp Threshold

Win/Loss by Day

Personal

Information

Better Customer Service: Hotel Front Desk

Room Clean Status



Room Arrival Management


Customer Arrivals/Departures

Identify a Customer

in a Room

Compare Restaurant

Occupancy

Better Customer Service: Restaurant Hosts



Recommend Selection

based on Food Type or

Occupancy


Integrated Loyalty Program: Implied Behaviour

Customer Loyalty programs are a means of tracking customer activity through incentivizing the Customer to card transactions. This is typically a gaming centric application, but is optimal when the Customer can be represented through all activities, including non-casino, to better suit Customer preferences. Doing this in real-time allows you to identify valued Guests and compensate them accordingly

Typical Carded Behaviour

Hotel

Implied Behaviour

© Deloitte & Touche LLP and affiliated entities.10 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011

Casino

Loyalty

•Carded Spend

•Carded Points

•Redemptions

•CompsCustomer

Casino

Reservations

Loyalty

Restaurants

Reservations

•Reservations

•Spend

•Preferences

•Carded Spend

•Carded Points

•Redemptions

•Points

•Enterprise Comps

Customer

Targeted Marketing Opportunities: Inbound Marketing

Inbound Marketing opportunities can be instantly delivered to the customer while they are ‘in-house’ or checked in. As long as a device knows who the Customer is, a personalized offer can be pushed instantaneously

Offer Requirement

(Previous Customer Activity)


• Platinum Level

• $800 ADW

• Non-Gaming Spend

Check In Kiosk

Contact CenterSlot Device

In-Room TV

Mobile DeviceCustomer

Customer

Interaction

Push

Offer

Targeted Marketing Opportunities: Yield Management

Rate Requirements

• Platinum Level

• $800 ADW

• Gaming Spend

Yield Management optimizes hotel rates based on overall inventory and can be customized to the customer worth. Spend acquired across the property is aggregated to determine the appropriate hotel rate for the Customer’s next stay


Personalized Hotel Rate

Customer

• Gaming Spend

• Non-Gaming Spend

Date Requested

Issue

Customer

Segment

Hotel Management System

Lessons Learned

• Know your Customer Communication Strategy: there should be a plan to inundate customers with offers through every channel

• Business drivers should determine what is real-time: while the capabilities of the system can grant almost any data instantaneously, the data is only useful when used for decision making

• Uniquely identify your guest across all touch points: It is imperative that a minimum level of information is captured on every touch point in order to determine who this person is


determine who this person is

• Complex technology investment: the solution will require different systems to support real-time data acquisition, guest centric data aggregation on top of CRM and channel delivery applications

• Executive level support: Appropriate governance should be applied to help drive enterprise implementation and data stewardship to maintain the overall health of the enterprise datawarehouse


Questions?

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