The Department

The Customer Strategy, Insights and Innovation (CSII) Division identifies and leads the customer journey for all stakeholders across the Club ecosystem. The Division centralises the Club’s customer understanding and insights across owners, members and wagering customers, striving for innovation via our Digital and Retail channels. Through enhanced data provision & insights, and online / offline customer strategies devised, improve the channels’ and customer groups’ ability to enhance customer experience, drive wagering turnover and groom customers up the tiers.

The Customer Growth and Experience will drive the overall segment strategy and customer experience & loyalty, segment business and revenue, and customer loyalty of the Club. To create a bigger impact, in addition to driving the wagering turnover and customer growth, the mission for the department includes nurturing members into owners, grooming new segment to become members, ...