Understanding the Customer Experience
A look inside our research that led to Harrah’s redesign of the roles and responsibilities of slot floor resources, thus enhancing the consumer
The Challenge
How to create a consistent slot floor experience that systematically compressed costs, improved guest experience, and reduced complexity.
The Methodology
Our patented and pioneered methodology, the Zaltman Metaphor Elicitation Technique (ZMET), allows us to go beyond the surface and illuminate the full complexity of the human mind. As the industry leader in behavioral science, we leverage our ZMET technique to deeply understand the unconscious beliefs and behaviors that impact decision-making.
The Impact
Functional departments were replaced with slot floor high performance teams focused on guest needs.
Developed new organization structures, training programs, measurement tools and compensation plans.
New guest driven processes integrated real time loyalty and marketing interventions designed to change guest behavior and increase share of wallet.