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| We are starting to
see the benefits of our
strategy as our customers
are experiencing the
results of our efforts and
investment when they
visit our properties. |
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| In the past year, we have made significant progress with our Customer Management (CM) journey towards creating relevant value for our customers and for our business. We are starting to see the benefits of our strategy as our customers are experiencing the results of our efforts and investment when they visit our properties. We will continue to focus on identifying ways in which we can create mutual value through customising our offerings to meet and exceed our customers’ expectations. |
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| HIGHLIGHTS |
| • |
We successfully completed the roll out of the One Sun brand
alignment programme to +/- 21 000 of our staff, and those of our
business partners and concessionaires. The programme engaged
all our people in our vision, our brand promise and educated them
on the importance of delivery of ‘A Million Thrills. One Destination’
to our customers. |
| • |
With the launch and release of four editions of our One Sun
Magazine we established a new internal communication channel
for our business as well as a vehicle to create sustainability for the
One Sun programme to ensure that we keep the messages alive. |
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The configuration and deployment of our Campaign Management
technology to all our gaming properties to improve our marketing
capability and to ensure that we improve our ability to build
relationships with our MVGs. |
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| Over the past three years, our CM strategy has stood the test and proved to
be focusing on the right areas. We will continue to focus our efforts on: |
| • |
Repositioning our brand in the minds of our customers through the
careful management of their perception and expectations. |
| • |
Igniting, motivating and creating passionate employees who deliver in
our brand promise when they interact with our customers. |
| • |
Consistently delivering unique thrilling, memorable, quality experiences that exceed our customers’ expectations. |
| • |
Creating long term, lasting relationships with our customers through
learning and remembering what they need and want. |
| • |
Delivering relevant value to our customers and our business as we apply
our improved understanding of our customers’ requirements. |
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| Quality interactions and providing excellent service to our guests who visit our properties are at the centre of our business, and we aim to deliver consistent, memorable, quality guest experiences that fulfil in our brand promise of ‘A Million Thrills. One Destination’. We will continue to strive to establish closer personal relationships with our most valued guests. |
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| PERCEPTIONS |
Our new brand promise of ‘A Million Thrills. One Destination’ accurately
describes the unique experiences we aim to deliver to our customers when
they visit our properties. Our properties each offer a unique experience
which contributes to ‘A Million Thrills’, but as a group, we are all part of
the Sun International family and we guarantee quality and consistency
through the intent of ‘One Destination’.
We live our values of passion, fun, innovation,
courage, ethics, teamwork and respect, all
focused on our customer requirements.
Through strategic and tactical marketing
campaigns we have successfully positioned
our brand as a leader in the South African
gaming and hospitality market and we will
continue to manage the perceptions of our
customers through marketing our brand via
multiple communications channels. |
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| INTERACTIONS |
Customer touch points are the points of
interaction between our guests and our
brand. These are also known as ‘contact
points’, ‘customer or guest contacts’ or
’points of contact’ or the places where
we touch our customers and leave an
impression which will influence their
perception and confirm our brand promise.
Other examples of touch points are our
marketing collateral, our website, our sales
calls, our corporate communication, our
advertising and everywhere our brand
is represented. It is the responsibility of
each and every person working at Sun
International to deliver exceptional service
experiences and to ensure that we fulfil in
our brand promise when we interact with
our guests.
Our internal brand alignment project
successfully communicated to all our people
the importance of delivering on our brand
promise at the moment of truth. The project
focused on engaging our people in a fun
and informative way to align our behaviour
with the group’s new vision and brand
promise and to ignite the hearts and minds
of our people so that they will focus on
‘how they interact’ with guest versus ’what
task they need to perform’. We also share
a common purpose at Sun International for our customers, we want to ‘Light up
their lives’. |
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| EXPERIENCES |
| 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 trained, empowered and recognised
to take ownership for delivering on the
brand promise. We want to achieve a
guest service vision where our people are
consistently delivering memorable, quality
experiences that thrill our guests as we
exceed their expectation. We aim to achieve
this through paying attention to every detail
and following our group basic service
standards when we interact with guests. |
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| RELATIONSHIPS |
| We continue to evolve and grow our MVG
programme which, with 349 000 active
cardholders, is one of the largest and
leading loyalty programmes in the gaming
industry. Because relationships are our
business, we focus on customer retention
and ways to improve our corporate
memory so that customers can experience
the same service across our group and
don’t have to repeat themselves. Over the
past three years we have been specifying,
configuring and testing a technology
application which will assist our front-line
staff to access relevant information when
they need to serve a customer. Our
relationship marketing programme will
enable us to recognise our customers
across our properties, regardless of which
properties they visited in the past. This
technology based initiative will be rolled
out this year, and will considerably enhance
our customer database and boost our
customer interactions. |
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| RELEVANCE |
| In a world where everything is becoming
faster, easier to access and choice is
everywhere, we know that ‘being relevant’
is important to our customers and we will be
more easily able to retain them if we address
their unique needs. We regularly conduct
extensive research to enable us to better
understand the needs, perceptions and
expectations of our customers. A key driver
of the CM 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. |
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Customers expect
to be delighted
wherever they find
themselves in our
wide choice of
properties. |
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