Page 33 - 2012_Annual Report

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SHAREHOLDER PERSPECTIVE
What are the outcomes expected by our owners?
Strategic Objectives
Performance Indicators
Progress/Results/Measure
Optimize Net Income
Revenue
$267,222,998
Net Income
$81,641,301
Grow & Develop First
Nations Employment
Total Number of First Nations Employees 64.5% of our Employees
are First Nations (1,262 employees)
CUSTOMER PERSPECTIVE
What are our customers looking for?
Our Strategy is “customer intimacy”
Strategic Objectives
Performance Indicators
Progress
Entertainment Experience Become the first choice entertainment
destination for customers by offering
unique entertainment options in the
markets we serve.
Large segment of population rate casino as top
entertainment destination in town.
There was a high percentage of adults in local
market who have visited the casino once in
the last year.
Recognition and Appreciation Value the contribution of every customer
through personal interaction.
Guest Satisfaction target was 36.5% of
guests being extremely satisfied.
Guest satisfaction with friendliness of staff
was rated very high.
Guest satisfaction rated very high that they
are recognized and appreciated by staff.
Increased visits and increased Players Club
Membership.
Overall Guest Satisfaction was 51.1%; 9% above
previous year.
Quality Value Priced Dining Be recognized for providing consistent,
high quality dining options that meet
the expectations of each of the market
segments we serve and are rated by our
customers as providing exceptional value
for the price charged.
Standardized menu implemented. Guest surveys
indicate a very high satisfaction level with Quality
of Food
Memorable Facilities &
Convenient Services
Be recognized as the highest quality
entertainment facility in each market
we operate in by incorporating customer
convenience into the services we provide.
45% of guests who are very satisfied with
Overall Atmosphere
Surveys showed that guest were very appreciative
that all casinos were found to be attractive, clean
and enjoyable.
Dakota Dunes and Northern Lights Casino
expansions completed in 2011.