Leaving nothing to chance
Asia's 'leading family resort' knows exactly what guests want
Can an integrated gaming and entertainment resort predict what its customers want? And can it wager its last dollar confident that it's placing it on the most winning mix of strategies? Genting Malaysia Berhad (GMB), the company that runs Asia's leading family resort, bets it can.
Making the right decisions
In addition to improvements in marketing campaign response rates, GMB has achieved significant time-savings by automating the production of 13 key reports from six sections of the company. Those reports once consumed 166.5 man hours each month. With SAS, GMB produces the same reports in less than 16 hours.
Resorts World Genting offers six hotels with 10,000 rooms, over 50 fun rides, 170 dining and shopping outlets, mega shows, business convention facilities and endless entertainment – all at one location.
Resorts World Genting was voted the World's Leading Casino Resort (2005, 2007 to 2010), Asia's Leading Casino Resort from 2005 to 2010 and Asia's Leading Family Resort from 2008 to 2010 by World Travel Awards.
The business intelligence initiative
During that time, GMB launched an initiative to gather information about its customers to better understand them and build a stronger customer loyalty base. SAS was selected to improve customer insights and further optimize GMB marketing campaigns.
A winning strategy
"We will not stop the integration," Sim says. "Instead, we will continue to collect more data from different divisions in the company. Information derived from data is addictive – you just can't get enough. With better data visibility, we are able to improve certain areas in our services, which weren't possible before SAS."
Through SAS Analytics, GMB's data is transformed into proprietary customer intelligence that is made available to implement strategic marketing campaigns. With SAS, GMB gains a 360-degree view of customers who frequent business venues like casinos, restaurants, hotels and theme parks. GMB uses predictive analytics to understand customers' past behaviors through customer profiling and segmentation and to predict their future preferences and spending patterns.
"We look forward to capturing more customer value from analytics – from managing quality customer data to creating customer insight, profiling , segmenting the customers and optimizing investment across marketing efforts," says Sim.
The results illustrated in this article are specific to the particular situations, business models, data input, and computing environments described herein. Each SAS customer’s experience is unique based on business and technical variables and all statements must be considered non-typical. Actual savings, results, and performance characteristics will vary depending on individual customer configurations and conditions. SAS does not guarantee or represent that every customer will achieve similar results. The only warranties for SAS products and services are those that are set forth in the express warranty statements in the written agreement for such products and services. Nothing herein should be construed as constituting an additional warranty. Customers have shared their successes with SAS as part of an agreed-upon contractual exchange or project success summarization following a successful implementation of SAS software. Brand and product names are trademarks of their respective companies.
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Genting Malaysia Berhad
Improve customer satisfaction and increase profits by determining – quickly and effortlessly – the right amount of time and resources to invest in each customer segment.
Higher response rate among test group vs. control, increased response rate over time, decreased time spent creating reports (down from 166.5 hours per month to just 16 hours), greater customer satisfaction, and improved cost savings and profits.
“"Our customer satisfaction has definitely increased as seen from the results of various campaigns."”
Executive Vice President, Resort Operations