Customer Experience

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Goal: This module is all about creating a company-wide patron view, developing and setting the stage for loyalty analysis, market basket analysis, customer segmentation and predictive events modeling.

Customer Experience (CX) and/or Customer Relationship Management (CRM) is a strategy used to learn more about a customer’s needs and behaviors in order to develop a stronger relationship with them. From a customer perspective, well-implemented CX and CRM systems can offer a unified customer interface that delivers customization and personalization. At each transaction point, such relevant patron data as a customer's personal preferences as well as his or her overall past history transactions are available to the clerk serving the customer, giving them valuable information about how to interact with the person.

Understanding patron behavior and patron value and then executing precisely on this knowledge is necessary for a company’s long-term growth and absolutely vital for its survival. Executives need technologyenabled strategies that can enhance the overall patron experience, while improving margins and reducing marketing costs. This approach will ultimately deliver the right marketing campaign to the right patron, with the right message at the right time and at right ROI.

In this module, students will learn how to:

  • Gain a comprehensive view of patron behavior by automatically cleansing and consolidating disparate system data into a single version of the truth.
  • Understand patron activity and behaviors – using segmentation to analyse data gathered at multiple touch points and then segmenting patrons according to their subtle differences.
  • Identify the greatest drivers of patron value and projecting how those drivers will affect profitability and revenue projections months from now, with enough lead time to take corrective actions.
  • Create highly effective promotions tailored to appeal to a company's most valuable players by automating and personalising marketing campaigns on a recurring basis. Maximize patron satisfaction and profitability by optimising valuable resources to meet patron needs.
  • Integrate social media channels.

Intelligencia

Intellligencia is a Hong Kong- and Macau-based software consulting company that works specifically in the hospitality, gaming, fintech, esports, manufacturing, retail, sports betting, and travel industries. Although located in Asia, we work with clients as far away as North America, Mexico, India, Armenia, Australia, and the Philippines.

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Address: 505 Hennessy Road, #613, Causeway Bay, Hong Kong

Phone: +852 5196 1277

Email: contact@intelligencia.co

Website: www.intelligencia.co

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