Putting people at the heart of the MGM Mlife proposition
Else were asked by MGM China to define the overall experience for their new customer loyalty programme, MLife. Working in collaboration with their senior management teams based on Macau, the project redefined how customers are inspired and supported before, during and after their stay at MGM, Macau.
The project saw us redefine what MLife could be — from an earn and burn loyalty scheme to a philosophy that builds loyalty for both staff and customers alike.
What is MGM China?
At 150M tall its glass exterior reflects the soft hues of the South China Sea and the dramatic swell of the ocean. MGM Macau is an impressive resort. A five star hotel priding itself on meticulous attention to detail across the décor and right down to the service. It is a sophisticated resort inspired by the arts, with every element of the hotel infused with a sense of considered creativity and style.
What is Mlife?
With many awards under its belt for its hospitality MGM Macau exists in an environment constantly in flux. No service is ever fully refined and to stay ahead of the competition MGM Macau must continually adapt to the fast changing needs of it’s discerning customers and their evolving lifestyles. Change brings opportunities and challenges. How can MGM keep not one but two steps ahead in order to make the customers stay as unique and memorable as possible?
Rather than look purely at an earn and burn rewards system, we wanted to embed a new philosophy for what loyalty meant into the hearts and minds of customers and staff alike. A system that recognised that for a customer to have a great stay, the most important thing is that the service provided by staff is as good as it can be.
We mapped out a future state experience blueprint for both staff and customers, helping to identify new opportunities to engage with each audience overtime.
This lead to key experience concepts being visualised before they were vetted and validated with stakeholders and customers.
Driving loyalty through better servicing
Rather than looking purely at an earn and burn rewards system, we wanted to embed a new philosophy for what loyalty meant into the hearts and minds of customers and staff alike.
For a customer to have a great stay, the most important thing is that the service provided by staff is as good as it can be. Therefore, first and foremost, it was imperative to put a system in place that helped MGM staff better understand their performance, their role and impact on their team.
Connected & tailored experiences
MLife allows MGM Hotel and Casino customers to stay connected with MGM Macau, Cotai and other mainland China properties through a range of tailored content and services. When the guests are within the vicinity of the properties the digital aspects of the app (mobile, web and environmental) serve to enhance the guests stay.
The aim was to increase customer loyalty by delivering a better gaming experience and seducing a customer from first-time use through to itinerary planning, in-game experience and eventually checkout.