Inside Asian Gaming

INSIDE ASIAN GAMING AUGUST 2018 38 A T a time when the gaming industry faces unprecedented competition the world over, customer experience (CX) alone will provide sustainable competitive differentiation. While some gaming operators have made starts toward CX enhancement, almost all tend to withdraw their commitment to CX prematurely. Consequently, despite early good intentions, companies walk away from CX initiatives failing to see their An effective customer experience program requires a holistic approach that rewards the operator and employees as much as the customers themselves. CX efforts translated into demonstrable financial outcomes. While the term “customer experience” frequently rolls off the tongue of gaming company CEOs, their understanding of CX is seldom challenged. Press the CEOs for a definition of CX and you will more than likely get a vacuous look or superfluous platitudes in response. Clearly, it is hard if not impossible to make any headway on the CX front if leaders themselves are unsure of what CX is and what it ought to be. COLUMNISTS By Sudhir H. Kalé, Ph.D. Sudhir H. Kalé , Ph.D., is Founder of GamePlan Consultants, a boutique consultancy that advises organizations on matters related to customer experience, Voice of Customer, CRM, and customer journey mapping. He has achieved sustained cultural transformation in the few companies that have allowed him to make this intervention. You can reach Sudhir at skale@gameplanconsultants.com . The recipe for customer experience excellence