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Self-service a winner for casino staff

Hamish Barwick | Sept. 25, 2014
Echo Entertainment Group has slashed paper usage after rolling out a mobile app for staff to check information online, writes Hamish Barwick.

"Between our bars, restaurants, hotels and our gaming floor areas, we want to make sure that if we go out to a customer, it is the same customer we are sending that particular offer out to."

Telford said the company did not want to risk offending patrons by sending out a restaurant offer via email or SMS message for a steak house when the customer is vegetarian.

"We have to clean up the data and make sure that the offers we send out make sense to the customer," he said.

In addition, the company can't advertise certain aspects of its main gaming floor outside of the casino area, presenting additional challenges in how it positions services to customers.

"To meet the Australian Privacy Act legislation, we need to make sure that customers do want to receive information from us. As long as they have opted in to receive emails from us, we can provide offers directly to them," Telford commented.

Following the Privacy Act amendments passed in Australia in March 2014, all of the Group's staff had to revisit their privacy training.

Under the legislation amendments, the Australian Privacy Commissioner Timothy Pilgrim can seek civil penalties of up to $340,000 for individuals and up to $1.7 million for companies in the case of a serious privacy breach such as customer data being leaked online.

Building loyalty
VIP customers are a big part of the business. In May 2013, former CTO, Rob James, told CIO Australia that The Star casino in Sydney has a car parking level for VIPs which can only be accessed with a personalised security card.

The casino can then notify the VIP's host when he/she has arrived. And if the card contains information about a VIP's favourite drink, they can tell the bartender to get the beverage ready.

Aside from its onsite loyalty benefits and targeted offers, the Group continues to build on its relaunched customer loyalty program.

Echo's loyalty offering is based on consumers collecting points when they spend money in any casino, bar or restaurant area across the Group's property portfolio and now encompasses more than 200,000 active members.

The company hopes the program will drive increased customer frequency and more benefits to existing members, while attracting new guests to the properties.

More recently, Echo has introduced real-time rewards balances, and rolled out a loyalty shopping program last year. According to its 2013 financial year report, the program has also been extended across its Queensland sites.

"Customers can collect those points and play on the gaming machines or go to our loyalty website, Absolute Shopping, where they can purchase vouchers or consumer items," Telford said. They might like to use their points to stay at The Treasury in Brisbane or Jupiter's' on the Gold Coast."


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