Page 34 - SIGA Annual Report 2014

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34
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 Operational Excellence.
Strategic Objectives
Performance Indicators
Progress
Customer
Service
Excellence
Tend to VIP
Recognize the importance of
customers with a high value
through segmented pricing,
promotion, and customer
service standards.
Target exceeded via numerous VP
appreciation events which included
dinner shows, live entertainment,
and special events.
Exciting Entertainment Create a winning atmosphere
by celebrating wins and
engaging customers with
exciting and innovative
promotions and events.
Two annual SIGA-wide events (Poker
and Slot tournament).
Players Club Membership has grown
to over 350,000 members.
Players Club visits continues to
increase although marginally.
Live entertainment and a variety of
promotions and activities continue
to draw customer participation.
Know the Customer
Work continues on
Developing psychographic
and demographic profiles of
our customers. This helps us
better serve our customers.
This data is analyzed and
integrated as a regular part of
our decision-making process.
The Casino Management System
(CMS), Elite Bonusing System suite
components are introduced. Business
Intelligence and CMP data becomes
an integral part of promotional reviews
and evaluations.
Customer Service
Technology
Utilize technology to
enhance the delivery
of customer service.
Bally (CMS) introduced: u spin, elite
bonus suite and power winners for
slot players. Craps introduced at DDC.
New Product
Development
To research and develop
gaming related products and
services that will add value
to our customers.
Lottery kiosks implemented as new
service in casino.
Organizational
Excellence
Corporate Social
Responsibility (CSR)
Meet or exceed targets for public
opinion polling.
Operational Efficiency Increasing the efficiency
of key business processes
to optimize productivity
and income.
Meet targets to reduce salaries
and benefits. Budget by controlling
variable labour.