Challenge

Crown Casino, one of the largest casinos in the world, faced a critical decision in its Table Games business. Put simply, the Table Games industry globally had been contracting for 25 consecutive years with continued profit performance largely contingent upon cost cutting.

Factors contributing to the contraction of the Table Games industry included a lack of product innovation, growth in new forms of gaming and entertainment, inconsistent customer service and a comparatively expensive product offering.

Solutions

We partnered with Crown Casino on a multi-year change process targeting positive growth in all performance indicators. The original focus on Table games expanded to include the total gaming environment. The process began with the development of, and alignment of the senior team to, a customer driven business strategy using a balanced scorecard approach.

A critical step in the process targeted 2,000 front-line staff using a sophisticated employee engagement process. Staff were engaged in the key business issues, the financials, customer needs and, finally, the strategy. We then instituted a quarterly strategy and business planning cycle designed to maintain discipline and focused execution of the strategy.

Outcomes