Cgc2 cdn gamingsummit-real-time-customer-analytics
Upcoming SlideShare
Loading in...5
×

Like this? Share it with your network

Share
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
    Be the first to like this
No Downloads

Views

Total Views
398
On Slideshare
398
From Embeds
0
Number of Embeds
0

Actions

Shares
Downloads
7
Comments
0
Likes
0

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Real Time Customer Analytics Canadian Gaming SummitMonday, April 18, 2011
  • 2. Agenda• Background of the Case Study• What is Real-Time Customer Analytics?• Highlights of Customer Analytics in Action• Lessons Learned1 Real-Time Customer Analytics - Canadian Gaming Summit- April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 3. Background of the Case-Study Las Vegas Resort & Casino Hotel Operations Gaming Operations Marketing Back of Enterprise Data House Warehouse Analytics Real Time Transactions Retail Food & Beverage2 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 4. 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 Customer Experience Recruit the Customer On-Site Experience Retain the Customer • How do you get a potential • How can you make sure • How do you get your customer on to your their experience is optimal customer to come back property? throughout their stay? again? • What are the touchpoints • What was the overall you have to reach your customer satisfaction? target? Real-Time promotes Right-Time Decision Making3 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 5. Business Architecture: Optimized Customer Experience Targeted Marketing Better Customer Service Integrated Loyalty Program Opportunities Channel Hotel Spend Incentives Slot Device Casino Customer Web Activity Real-Time Kiosk Restaurants Data Warehousing In-Room Customer 360° SMS View Spa Customer Relationship Mgmt (CRM) E-Mail Customer Retail Contact Outbound Inbound Interaction Center Marketing Marketing Direct Mail 4 © Deloitte & Touche LLP and affiliated entities.
  • 6. Highlights of Customer Analytics in Action5 © Deloitte & Touche LLP and affiliated entities.
  • 7. Better Customer Service: Contact Center Deliver real time or prequalified offers Customer data is then populated onRecognized screenNumbers areidentified orGuest isSearched Integration with operational system Historical Reservations associated with Customer Image Proprietary – For More Information Please Contact Jonathan Hui - Email: johui@deloitte.ca 6 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 8. Better Customer Service: Gaming VIP Services Spend Distribution across the Enterprise Personal Information Point Threshold Comp Threshold Win/Loss by Day Image Proprietary – For More Information Please Contact Jonathan Hui - Email: johui@deloitte.ca7 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 9. Better Customer Service: Hotel Front Desk Room Clean Status Identify a Customer in a Room Room Arrival Management Image Proprietary – For More Information Please Contact Jonathan Hui - Email: johui@deloitte.ca Customer Arrivals/Departures8 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 10. Better Customer Service: Restaurant Hosts Compare Restaurant Occupancy Recommend Selection based on Food Type or Occupancy Image Proprietary – For More Information Please Contact Jonathan Hui - Email: johui@deloitte.ca9 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 11. 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 Implied Behaviour HotelCasino Reservations Casino •Reservations •Carded Spend •Spend Loyalty •Carded Points •Preferences •Redemptions Loyalty •Carded Spend Customer •Comps •Carded Points Restaurants Customer •Redemptions •Points •Enterprise Comps Reservations 10 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 12. 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) In-Room TV • Platinum Level • $800 ADW Check In Kiosk Push Customer Offer • Non-Gaming Interaction Spend Mobile Device Customer Slot Device Contact Center11 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 13. Targeted Marketing Opportunities: Yield Management 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 Rate Requirements • Platinum Level • $800 ADW • Gaming Spend • Non-Gaming Spend Hotel Management System Issue Customer Personalized Date Requested Segment Hotel Rate Customer12 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 14. 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• 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 datawarehouse13 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.
  • 15. Questions?14 Real-Time Customer Analytics - Canadian Charitable Gaming Conference - April 2011 © Deloitte & Touche LLP and affiliated entities.