Customers |
Highlights |
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Our new brand campaign promising ‘A Million Thrills. One Destination’. to our customers and featuring
Oscar-winning actress Charlize Theron, was launched. |
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The One Sun brand alignment programme was rolled out to all staff, and those of our business partners and
concessionaires, which aims to engage our people on our brand promise and the importance of its delivery
to our customers. |
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Creating relevant value for our customers as well as for the business is the focus of our Customer Management (CM) strategy.
It guides the ongoing process of identifying ways in which to create mutual value through customising our offerings to meet
and exceed our customers’ expectations. It’s about how we interact with our customers across the board, delivering consistant
memorable experiences and striving to establish closer personal relationships with our most valued guests.
Successful implementation of our CM strategy lies in the hands, hearts and minds of our people; new technology solutions; our
advertising and promotional campaigns; and the support of our customers. |
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| The aim of the CM strategy is to support our group vision and mission through initiatives that aim to: |
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Build positive perceptions of our brand and the promise we are making to our customers. |
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Ensure these promises are met through our interactions with our customers. |
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Consistently deliver unique thrilling, memorable, quality experiences. |
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Create long term, lasting relationships with our customers. |
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Deliver relevant value to fulfil our customers’ requirements. |
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Perceptions |
| The Sun International brand guarantees that our customers will have exceptional
experiences each time they visit one of our properties. The promise of these experiences
is encapsulated in our new brand promise of ‘A Million Thrills. One Destination’. |
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| In other words, our properties each offer: |
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Unique experiences |
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‘A Million Thrills’ |
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Consistency in being part of the Sun International family |
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‘One Destination’, offering the same high levels of innovation and quality in
hospitality and customer service |
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This is a combination that has positioned
us as the leader in the South African
gaming and resorts markets.
Our new brand promise is being communicated through an exciting multi-media
advertising campaign featuring Oscar-winning
actress Charlize Theron. Charlize
epitomises the confidence and star qualities
inherent in our brand and our aspirations
as a forward-looking, ambitious South
African-based international business. |
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| MVG customers enjoy a wide range of benefits,
including preferential treatment
at major events, such as, music
concerts and the Nedbank Golf
Challenge, and exclusive facilities
and services at our casinos. |
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INTERACTIONS
We interact with our customers at several
touch points which range from the casino
floors and hotel receptions to our contact
centres. We work to ensure that all our
people are committed to making each
interaction a pleasant and hassle-free
experience. |
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| We recognise that our customers each
have unique needs and expectations and
customise our offerings accordingly through: |
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A wide choice of interaction channels
and engagement points. |
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Recognition and personalisation
across the group’s properties. |
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Fast service and turnaround times. |
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Informed and customised service
delivery. |
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Professional, friendly and
knowledgeable staff. |
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Ensuring service requests are resolved. |
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Creating a common understanding among
our people of what our brand promise
means to them and the part they play in
delivering on it is being achieved through
our internal brand alignment project.
Comprehensive workshops are being rolled
out across our properties and at head office
which engage our people in a fun and
informative way, leaving them in no doubt
about the important role they have to play
in thrilling our customers.
In addition, our Touch Point and Customer
Contact Centre initiatives are designed to
enable employees to know and act more
relevantly when it comes to customer
expectations. |
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EXPERIENCES |
| Our properties (whether focused on
gaming or resorts) with their unique
themes and offerings, combine under the
Sun International banner to fulfil our
‘A Million Thrills. One Destination’. promise.
Customers expect to be delighted wherever
they find themselves in our wide choice of
properties and to ensure that our people
are firmly focused on delighting them, they
are being empowered to take ownership
for delivering on the brand promise. |
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Relationships |
Relationships are our business and we
have many. Collectively we host more than
50 000 customers a day on our properties, whether they are there for a vacation,
conference or just a fun experience for
the day.
Key to maintaining long-standing relationships with our customers is getting to
know them – their individual needs and
wants – and being able to access relevant
information easily. We are developing a
relationship marketing programme that will
enable us to recognise our customers
across our properties, regardless of which
properties they visited in the past. This
technology-based initiative, which is being
piloted this year, will considerably enhance
our customer database and boost our
customer interactions.
In the meantime, we continue to evolve
and grow our MVG programme which,
with more than 370 000 active cardholders,
is one of the largest and leading loyalty
programmes in the international gaming
industry.
MVG customers enjoy a wide range of
benefits, including preferential treatment at
major events, such as, music concerts and
the Nedbank Golf Challenge, and exclusive
facilities and services at our casinos. |
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RELEVANCE |
As long as we remain relevant to our
customers, we will be more easily able to
retain them. A key driver of the Customer
Management programme is the sharing of
customer insights and feedback throughout
the group to ensure that we supply our
customers with improved communication,
product and service offerings.
We regularly conduct extensive research to
enable us to better understand the needs,
perceptions and expectations of our
customers. |
