Loyalty & Amp; Customer Services Manager (Brakpan) at Sun International

Job Purpose

• Responsible and accountable for the effective delivery of the Customer loyalty programme and on-site customer services support and the growth and hygiene of the MVG Database

Key Performance Areas

Delivered Direct Marketing Campaigns

• Have a clear understanding of consumer regulations and legislation and competitor direct marketing offerings
• Perform an analysis and interpretation of data to understand unit customer trends using business intelligence tools and data and make recommendations to address gaps and opportunities
• Understand current campaign details
• Communicate to relevant stakeholders at the business unit and elicit buy-in for the campaigns
• Allocate resources for delivery of direct marketing campaigns at a unit level
• Conduct quality assurance on offers and content to ensure a seamless execution of the campaign
• Report and provide feedback to Group marketing on the success of various direct marketing campaigns

Customer Loyalty Programme Management

• Oversee the effective functioning of the MVG desk
• Communicate and ensure that all employees are proficient in the details of the MVG loyalty programme and benefits; as well as current promotions
• Monitor and audit the data hygiene in the Bally EGS system
• Oversee the promotion of the MVG Loyalty programme to maximise sign ups to the programme
• Be present at MVG events to build and maintain positive and sustainable relationships with MVG guests
• Oversee the development and updating of standard operating procedures and governance surrounding the customer loyalty programme, specifically around the redemption of points and the issuing of rewards
• Track and reconcile expenses to allocated budget
• Conduct financial PIP forecasts in line with expected costs

Customer Services Case Management

• Monitor guest correspondence and dashboards received via Group Customer services
• Respond to guests to acknowledge their response and redirect queries through to departments to resolve or provide feedback
• Monitor the case with the department until feedback is complete or resolution is achieved
• Follow-through and manage stakeholders to ensure the resolution of outstanding issues
• Deal with any escalated customer issues or delays identified
• Update the customer services system with regards the resolution of complaints, queries / requests

Stakeholder Relationship Management

• Manage the development and delivery of internal communication messaging around direct marketing campaigns, the loyalty programme and its benefits to all staff to ensure cohesive messaging aligned to corporate brand and corporate culture.
• Source and select providers to assist in meeting direct marketing deliverables
• Communicate with vendors with regards requirements for specific campaigns, leveraging relationships to optimise the campaign within the set budget
• Negotiate pricing to the mutual benefit of parties
• Liaise with management to evaluate the post-mortem of marketing campaigns.
• Liaise with gaming stakeholders with regards special requests and requirements for MVG card holders, promotions, campaigns, etc.

People Management

• Manage staff conditions of employment, e.g. attendance, absenteeism, leave, adherence to policies and procedures
• Manage productivities and payroll costs for the department
• Identification of employee training needs
• Perform on the job training and coaching to close developmental gaps and build succession for a talent pipeline within the department
• Manage employee relations within the department
• Staff communication and motivation
• Performance contracting, reviews and development
• Provides resources and removes obstacles to performance
• Recruit and resource for talent for positions within the department
• Onboarding of new staff members

Requirements

Education

• Grade 12
• 3-Year Degree in Marketing is preferred

Experience

• At least 6 years’ experience with 3 years at a management level; preferably within the casino industry including:
• Two (2) years database marketing and analysis experience
• Bally EGS or other experience in relational database software preferred – an advantage
• Knowledge and experience with loyalty programmes

Skills and Knowledge

Core behavioural competencies

• Analytical skills
• Planning
• Decision-making
• Evaluating / Developing
• Influencing others
• Reviewing / evaluating (feasibility / compliance / alternatives/ etc)
• Controlling & directing resources
• Stakeholder Relationship Management
• Representing & Marketing
• Presenting
• Customer orientation

Technical / proficiency competencies

• Strong English Verbal & Written Communication skills
• Business Acumen
• Digital acumen
• Statistics
• Financial Management
• Emotional resilience
• Business Intelligence interpretation
• Advanced Excel; Bally EGS, Qlikview
• Project management
• InQuba / Clarabridge (system knowledge developed on the job)

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