Improving Brand Touch Points Linked to the Customer Experience

Improving Brand Touch Points Linked to the Customer Experience
5th Annual Internal Branding & Employee Engagement
February 2011

In the beginning…

“God is in the details.”
– Mies van derRohe

“You make the promise. You keep the promise.”
– Steve Wynn

“Presentation is EVERYTHING.”
- Julia Carcamo

Isle of Capri Casinos, Inc.

Era of Riverboat Gaming

15 Properties…with Another on the Way

Strategic Plan
Fortifying Financial Discipline
Building a Stronger Operating Company
Elevating the Customer Experience
Leveraging Human Capital
Repositioning the Brands

Elevating the Customer Experience

Repositioning the Brands

Leveraging Human Capital
Dedicated to becoming the undisputed leader in customer courtesy in EVERY jurisdiction

See the training video.

How Do you say “casino”?

How many states have commercial or tribal casino operations?

Where do you think regional casinos make the most money?
A. Blackjack
B. Slots
C. Poker

What about in Las Vegas?
A. Baccarrat
B. Slots
C. Shopping & Dining

What do you think the target customer looks like?

What does the game of baseball have in common with blackjack?

What casino game is the sandwich closely associated with?

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

We have many opportunities to make a positive impression on a guest.

Destination:
Length of Stay:
She Likes:
Lady Luck Black Hawk
2 Days
Buffet & Crazy Olives
Sue Z. Winner
Housewife
Part Time Receptionist
Colorado Springs, CO

What Are Her Touch Points?

EFFECT ON THE BRAND
MINIMAL
MAXIMAL
TOUCH POINTS MAP
• Advertising
* Website
• Direct Mail
• Valet
• Ease of Parking
• Staff Interaction
Motivating Touch Points
Secondary Touch Points
• 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
• Desk Set
• In-Room Directory
• In-House Channel
• Promotional Materials
• In Room Amenities
• Bathroom
• The Gaming Floor
• Meeting Rooms

Did she have fun?

Lady Luck Black hawk Knows How to have fun!
Case Study

NAME
LOGO
BRAND IDENTITY
PACKAGING
PRODUCTS AND SERVICES
The Visual Brand...
ANATOMY OF A BRAND

NAME
LOGO
BRAND IDENTITY
PACKAGING
PRODUCTS AND SERVICES
The Visual Brand...
BRAND VALUES
MANAGEMENT STRUCTURE
INVESTOR RELATIONS
MARKETING STRATEGY
CUSTOMER RELATIONS
LOYALTY CLUB PROGRAM
KNOWLEDGE MANAGEMENT
DATABASE / CRM MANAGEMENT
TECHNOLOGY / TRACKING
RESEARCH
GUEST SATISFACTION SURVEYS
PLAYER DEVELOPMENT PROGRAMS
DISTRIBUTION
The Experiential Brand. . .
STAFF MOTIVATION
RECRUITMENT PROGRAMS
STAFF OPNION SURVEYS 360
HUMAN RESOURCES
BOH ENVIRONMENTS

NAME
LOGO
BRAND IDENTITY
PACKAGING
BRAND IDENTIFIERS
Visual Brand...
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
Experiential Brand...
EASY
Promotions
Service
Technology
Parking
Hotel Check-in
VALUE
Food
Offers/Club
Hotel
Games
FUN
Celebratory Atmosphere
Entertainment
Employee Interaction
Games
Visual Surroundings
COMFORTABLE
Gaming Floor
Hotel
Food
Environment/Decor
Employee Interaction

What Do We Want to Be Known For?
FUN!

Creating Fun
See.Say.Smile.
A Winning Environment
Live Music
Carnival-like Promotions

Chaching!

Promotions

Before & After

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.

Did she have fun?

www.twitter.com/jccarcamo
www.linkedin.com/juliacarcamo
www.juliacarcamo.wordpress.com
Julia.Carcamo@islecorp.com

Improving Brand Touch Points Linked to the Customer Experience

by Julia Carcamo

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Improving Brand Touch Points Linked to the Customer Experience Presentation Transcript