Page 34 - 2012_Annual Report

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INTERNAL PERSPECTIVE
What services do we need to provide to excel?
To achieve our desired outputs, SIGA will focus on several business process enhancements that are grouped in three primary
themes: Customer Service Excellence, Grow and Develop the Business, and Organizational Excellence.
Strategic
Objectives
Performance Indicators
Progress
Customer Service
Excellence
Tend to VIP
Customers
Recognize the importance of customers
with a high value through segmented
pricing, promotion, and customer
service standards.
28 VIP Hosted Events (dinner shows,
parties, concerts, etc) First Nations
hospitality program.
Increased number of VIP interactions.
Ensure Exciting
Entertainment
Create a winning atmosphere by
celebrating wins and engaging customers
with exciting and innovative promotions
and events.
Over 398 entertainment events held.
Two annual SIGA-wide events (Poker
and Slot tournament). Players Club
Membership has grown to over
260,000 Members.
Players Club visits exceeded targets.
A dynamic variety of promotions
and activities held at each casino.
Know the
Customer
Developing psychographic and
demographic profiles of our customers will
ensure that customer’s wants and desires
are captured, analyzed and integrated as a
regular part of our decision-making process.
74.6% of Carded Net Win
There was an increase in the number of
new or improved customer interfaces per
year (New measure) Currently Include: ATM,
VRT, Show are, Infocast Signs, Marketing
Kiosk, Responsible Gaming Kiosk, SIGA
website, Marquee Signs, Reward Aide,
Wireless Showare scanners, iview displays
in slot machines (CMS), and Cool Signs.
Customer Service
Technology
Utilize technology to enhance the delivery
of customer service.
During the year we enhanced the
Player’s Club Kiosks for ease of use and
quick service.
Development
First Nations
Economic
Development
SIGA will pursue business opportunities
with First Nations partners.
$21.2M in goods and services paid
to First Nations companies.
Product
Development
To research and develop gaming related
products and services that will add value
to our customers.
One new product or service introduced
this year.
Organizational
Excellence
Reputation for
Excellence
Ensure SIGA maintains the highest
standards for gaming integrity, internal
controls, and corporate governance to
ensure a high standard of stakeholder
and consumer confidence.
Met or exceeded targets for public
opinion polling.
Regular internal auditing conducted.
Operational
efficiency
Increasing the efficiency of key business
processes to optimize productivity
and income.
Met targets to reduce salaries and benefits
budget by controlling variable labour.