Your Daily Asia Gaming eBrief: Do you know your customer journey?

Wednesday 29th of June 2022

Good Morning. Customer service is one of the key differentiators when it comes to the hospitality industry and casinos are no different. However, very often service providers are not aware of the various touchpoints for guests and how these can affect the overall experience. In today’s Deep Dive Sudhir H. Kalé, principal and founder of GamePlan Consultants talks us through service blueprinting, which he says is one of the most powerful tools in helping the provider assess and understand the customer experience. Sudhir will be holding a workshop on the concept at the ASEAN Gaming Summit in July and will teach participants how to map the five components of each touchpoint and create a service blueprint.

What you need to know

Macau operator stocks surged on Tuesday after China announced its first major easing in border restrictions since the pandemic began.
India’s Goods and Services Tax Council will meet for a second day on Wednesday, with a plan to hike the tax for all online gambling and racing to 28 percent on the table.

On the radar

Star appoints Robert Cooke as managing director and CEO.
Macau hotel occupancy drops in May to 34.2%, luxury worse.
Negative tests needed for Macau casino entry from Friday.
Macau Legend $152m loss raises concern for future operations.

AGB Intelligence

DEEP DIVE

Service blueprinting to adapt to fast-paced change

Casinos are in the business of delivering commercial experiences to customers. The process of providing the customer experience involves a sequence of touchpoints where the customer and the organization interact, writes Sudhir H. Kalé, founder and principal of GamePlan Consultants. Very often, service providers such as casinos are unaware of the various touchpoints along the customer experience route, or of the significance of these touchpoints in determining customer’s satisfaction with the experience. In trying to assess and understand the customer experience across the entire customer journey, few techniques are as insightful or as powerful as service blueprinting.