PDF 25 MB - Sun International | Investor Centre

SUN INTERNATIONAL ANNUAL REPORT ’10
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AT A GLANCE
We are focused on enhancing customer experiences and value-for-money offerings.
Customer-centricity is at the heart of our business and our ability to continuously focus and improve our business to be more
relevant to the needs of our guests, is one of our strategic focus areas.
Through our Customer Management (CM) strategy and programme we will continue to focus on managing the following five
key strategic customer-centric areas:
From the PERCEPTIONS that are created by our brand in the promises that we make.
Through the values and behaviours of our people when they INTERACT with our guests.
To the unique thrilling, memorable, quality EXPERIENCES that we deliver at every Touch Point.
That will create long term lasting RELATIONSHIPS with our most valued customers.
Where our customers perceive value that is RELEVANT to their needs and our business generates profit.
We measure our progress on a Maturity Model, which is a framework created from various best practice principles and models
and it guides us towards our goal for 2012 which is to achieve level 4 of the model. This level implies that we are leaders in our
industry with regards to customer management and our focus is experience-based differentiation where we create value from
customer initiatives for our people, our customers and our stakeholders because we can more accurately deliver products and
services that are relevant to our customers’ needs and requirements, i.e. originating from ‘customer-centric’ insights.
OUR ACHIEVEMENTS
We successfully implemented our Relationship Marketing (RM) project, which is our large scale centralised CRM technology
solution (utilising MicroSoft CRM and various other technology components) to supply us with a Single View of the Customer
(SVC) and Campaign Management functionality across all our operations.
We successfully rolled out our group-wide focus on service improvement at all our Touch Points and engaged all our properties’
management to empower them with multi-media facilitation tools so that they can engage with frontline staff in fun, interactive,
on-the-job coaching sessions to ensure we continuously and consistently raise the bar on customer service.
OUR CONTINUOUS CHALLENGES
3. OUR CUSTOMERS
The ability to deliver consistent service experiences across all our touch points and properties to ensure that we deliver
‘A Million Thrills. One Destination’ to every guest who visits us.
The right marketing capability with the necessary skills, tools and processes so that we can target our customers more
effectively with relevant marketing offerings that are based on their needs and communicated via the channel of their choice.
The necessary customer information and insight based on quality data across our group to enable us to deliver marketing,
sales and service offerings that are relevant to our customers.
User acceptance and entrenchment of the various CM projects/initiatives to ensure sustainability when the projects move to
business-as-usual.
Create value to our business, group and stakeholders from the various CM initiatives that we have implemented in the past
four years.