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Sam's Town Tunica Looks to "Prime" Customer Service Program to Delight Guests
Unit of Boyd Gaming Corp. Partners with LRA Worldwide
LAS VEGAS, Nevada/HORSHAM, Pennsylvania; February 9, 2004 - Boyd Gaming Corporation announced that it has retained LRA Worldwide to design and implement an innovative program for improving the customer experience at it's Sam's Town Tunica Hotel & Gambling Hall located in Tunica County, Mississippi. The selection of LRA to join with the Sam's Town Tunica management team confirms Boyd Gaming's commitment to excellence in guest service and a quest to capturing the leadership position in the Tunica gaming market.
Sam's Town Tunica is now taking the opportunity to better align, organize and articulate all of the elements that impact the customer experience and service. The customer service and loyalty initiative Sam's Town is developing with LRA focuses on enhancing the customer service culture, better defining brand and quality standards, and improving on existing customer loyalty programs and quality assurance processes.
John Phillipp, Vice President and General Manager of Sam's Town Tunica said, "Delivering exceptional customer experiences is a key piece of our core strategy to relaunch the newly defined Sam's Town brand. Together with LRA, we are developing and introducing our "Prime" Service program, tied to our Prime Rewards Loyalty program. Prime Service includes enhanced customer service standards specifically tailored to our market, extensive associate training, a knowledge base of brand/quality standards and business practices, and an intensive quality assurance and shopping program that will identify any operational issues that could be preventing Top Box performance. Prime Service will be closely integrated with our marketing and advertising efforts to help us consistently exceed our customer's expectations and earn their loyalty." Remarked Gordon Morris, Sam's Town's Director of Customer Service, "This is more than a customer service program; we are fundamentally changing the way we do business and deliver winning customer experiences."
"We are delighted to be partnering with Sam's Town Tunica's for this important initiative," said Dominic Romano, Senior Consultant at LRA. "LRA has spent over two decades helping many of the world's leading transportation, travel, gaming and hospitality companies engineer exceptional customer experiences and realize very high levels of customer satisfaction and retention. Partnering with Sam's Town Tunica's provides an exciting opportunity to leverage our experience further into the casino gaming market."
About Boyd Gaming Corporation
Headquartered in Las Vegas, Boyd Gaming Corporation (NYSE:BYD) is a leading diversified owner and operator of 13 gaming entertainment properties located in Nevada, New Jersey, Mississippi, Illinois, Indiana and Louisiana. Boyd Gaming recently opened The Borgata Hotel, Casino and Spa at Renaissance Pointe, a $1.1 billion entertainment destination hotel in Atlantic City, through a joint venture with MGM MIRAGE. The Company also is awaiting regulatory approval of its acquisition of Harrah's Shreveport, which is expected in the second quarter 2004. Boyd Gaming press releases are available at www.prnewswire.com. Additional news and information on Boyd Gaming can be found at www.boydgaming.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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