The William Ryan Group, Inc. (WRG) : Open System Technology for Profound Customer Experience

For decades, the casino industry has been working to provide a rich experience to attract consumer patronage and to optimize entertainment spend at the same time. Casino gaming is unique in offering a one-stop destination that provides multiple entertainment options, including gaming, restaurants, clubs, shows, concerts, while at the same time capturing an in-depth knowledge on its individual customer’s preferences and characteristics. This is made possible as, “Most gaming consumers, today, are opting-in to have their activities tracked granularly, in real-time, through player club memberships,” says Michael McNulty, Director, William Ryan Group (WRG). With this, a challenge has evolved for CIOs to increase the capacity for the real-time data accessibility and the information mobility required to leverage this consumer insight across a multi-channel landscape. “Through our Real Time Action™ (RTA) platform, CIOs can have a standard API approach for integrating legacy system data and functionality, and a standard mobile platform to empower front line employee’s with the customer knowledge to deliver targeted personalized interactions,” says McNulty. WRG rules-based system provides the on-the-fly knowledge of a property’s customers and employee’s activities, in real time, to drive customer experience, trip frequency, spend, and employee utilization.

From the moment a customer steps in a casino, the RTA platform begins recognizing the customer and keeping tabs on their activities as they engage within the environment. RTA then accumulates and processes the data of the customer, highlights their preferences, and thus, builds a stage for optimized employee-customer interactions. Knowing and delivering what customer’s desire is a critical competitive advantage. “Rather than reacting to situations that have already occurred, Real Time Action™ solutions allow our clients to identify and decide how they will prioritize and manage customer engagement opportunities before they have occurred,” adds McNulty. Every employer and customer interaction is carefully managed against the service standards client management has defined.

Every state of every customer interaction are monitored and correlated on the fly with the specific customer, product, and employee’s profile information. “Managers know where every employee is, where they have been, and how their customers are being serviced, or waiting to be serviced,” says McNulty.