What does a customer-centric culture look like in 5-star resorts? How do you unify this customer experience across 27 disparate properties and 21,000 employees scattered across an entire continent? In 2006 under the guidance of Chief Customer Officer Ica van Eeden, Sun International embarked on a new customer-centric strategy, identifying five key areas of focus:
PERCEPTIONS: Used acclaimed actress and producer Charlize Theron to assist in creating an emotional bond with the brand
INTERACTIONS: “One Sun” branding engaged all 27 properties and all 21,000 people to tell them of Sun’s new journey and mission
EXPERIENCES: Deployed a group-wide customer touch point initiative aimed at empowering middle management with the tools to engage with front-line
RELATIONSHIPS: Created a group-wide database to provide a ‘single view of the customer across all properties
Guest RELEVANCE: Ensuring Sun 'remembers' certain things around its customer profiles
During this brilliant and fast-paced presentation, Ica shares the amazing success she has had, the challenges she’s overcome and some of the big hurdles that await on her very aggressive agenda as Chief Customer Officer.