MGM Resorts Enhances Customer Experiences With ‘A Complete Game-Changer’
Now more than ever, it is important for hotels and resorts to gear their services towards customers and their particular needs. MGM Resorts has taken steps to do that with the deployment of Amperity’s Customer Data Platform, which provides access to data and insights that will help it personalize the customer experience.
The partnership is part of MGM’s five-year digital transformation plan to replace older systems that needed days to access customer data and often delivered fragmented and inaccurate information. With the new system, Amenity says MGM can reach its customers with messages and promotions at key moments before, during or after guests’ visits to provide elevated experiences and drive more engagement.
“Being able to trust our data and have access to it in less than an hour has been a complete game-changer,” MGM Vice President of Engineering, Marketing Technology and Digital Ventures Prakash Ranjan said. “We had teams across the enterprise debating the accuracy and validity of their customer data models, but with Amperity, we’re no longer wasting time figuring out who our customers truly are. Each one of those teams can now do something more productive and in the best interest of our guests.”
So far with the platform, MGM has adopted a single, universal Customer 360 database that replaced multiple team databases. It also has reduced duplication of records which has allowed greater accuracy in reaching customers, and it has gained the ability to create flexible, predictive modeling accounting for customer experiences beyond gaming. “The travel and hospitality industry is under extraordinary pressure to deliver business results, despite the weight of everyday operations,” Amperity CEO Kabir Shahani said.
“It’s enterprise brands like MGM Resorts who have quickly recognized that without a comprehensive customer data foundation, their business is too prone to error, too slow and lack the capabilities to positively impact the bottom line,” Shahani said. “Despite the challenges posed by the pandemic, Prakash and his team are helping the company experience strong business results by taking the necessary steps to tighten the loop between data-based insights and the guest experience.”