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Primm Valley Resorts Doesn't Leave Its Future to Chance
PRIMM, Nevada/HORSHAM, Pennsylvania; September 15, 2003 - Primm Valley Resorts, a wholly-owned subsidiary of MGM Mirage, confirmed today its commitment to delivering exceptional customer satisfaction in announcing a new partnership with LRA Worldwide. As a strategic partner, LRA Worldwide will measure customer satisfaction and loyalty among Primm's Players Choice Members and other customers and will identify the elements of their experience that are most important in driving loyalty and retention.
Primm Valley will employ LRA's electronic survey technology to obtain real-time customer feedback, as well as use paper-based surveys for those customers without Internet access. "LRA is delighted to partner with Primm Valley on this important initiative," stated Rob Rush, President & Chief Executive Officer of LRA Worldwide. "We are confident that our customer measurement tools, coupled with our gaming operations expertise, will prove to be a value-added investment for Primm Valley. There are many demands for consumers' entertainment dollars. In order to compete and grow, Primm Valley needs to have a clear understanding of what its customers want and to exceed their expectations in those areas. LRA will provide Primm with critical customer feedback on how well the company is delivering this message and the need for any necessary performance improvements."
About Primm Valley Resorts
Primm Valley Resorts, located 35 minutes south of Las Vegas on Interstate 15 at the Southern Nevada/California state line, include Buffalo Bill's Resort & Casino, Primm Valley Resort & Casino, Whiskey Pete's Hotel & Casino, Primm Valley Golf Club, Primm Center and the Primm Valley Lotto Store. Primm Valley Resorts is a wholly owned subsidiary of MGM MIRAGE. Visit the Web site at www.primmvalleyresorts.com.
About LRA Worldwide, Inc.
LRA Worldwide, Inc. is a leading consulting, organizational development and research company that specializes in Customer Experience Management (CEM). LRA helps companies and brands design and deliver the optimal customer experience across all key touch points using an integrated suite of services that measure and improve service quality, customer satisfaction, employee performance, loyalty, customer advocacy and profitability. LRA specializes in "operationalizing the brand" - turning brand promise and customer strategy into operational reality. LRA's CEM practice areas include CEM Strategy Design, Standards Development & Content Management, Organizational Development & Training, Research and Quality Assurance & Mystery Shopping; these are either deployed together in a strategic manner to continually monitor and improve the customer experience or deployed individually to address a specific tactical client need.
LRA's clients include some of the world's leading companies and brands, including Starwood Hotels & Resorts, Hard Rock Hotels & Casinos, the PGA TOUR, Albertsons Supermarkets, the NBA and First Niagara Financial Group. For more information, visit the company's Web site at www.LRAworldwide.com
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