Improving customer experience to drive profit

Over the last fifteen years or so, much has been written about the primacy of customer experience to bolster organizational growth and profitability. Pretty much every large organization claims to compete on the basis of customer experience (CX). Yet, the organizational competencies required to deliver a superior guest experience are seldom understood, let alone aligned. What is a competency? Competency is generally understood to mean that a person or organization is qualified, capable, and able to understand and do certain things in an appropriate and effective manner. Distilling CX competencies is not easy because of the ubiquitous scope of customer experience. CX is impacted by the actions of every department and every level within the organization. Based on two decades of research and consulting experience, I have extracted six CX competencies which, if developed and refined, should result in a superior customer experience. Market Orientation The concept of market orientation came about...

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