< PreviousFEATURE | TRIBALNETONLINE.COM| tribalnetonline.com30tribalnetonline.com |31TRIBALNET MAGAZINE | FALL 2018FEATURE | TRIBALNETONLINE.COM| tribalnetonline.com32FEATURE | MARKETING & TECHNOLOGYLet’s face it, casinos are a commodity product. Casinos all have similar slot machines; the product is homogenized across a handful of manufacturers selling the same themes to all casinos. A slot machine is a slot machine, as are table games, regardless of the casino you visit. Casinos try to differentiate themselves from the competition through brand and service. Customer service has been the gold standard of the differentiation mantra for years. Customers engage with your brand more than ever before, so all touch points need to be cohesive and deliver on the brand promise. To differentiate today, customer service needs to be more than just service but also needs to deliver a unique and positive experience across all channels.Customer Experience Mapping (CEM) is the process of managing a holistic view of customer behaviors to create an ecosystem. It encompasses all interactions the customer has with the business from the customer’s point of view. CEM attempts to control and track the customer journey across all brand touch points and anticipate how customers interact with the product or service. A good CEM plan optimizes the customer experience to elicit a positive emotional response that creates evangelical loyalists. CEM and related metrics are more about adding long-term value and less about short-term cost control. It is an investment in loyalty.When thinking about your casino, does the customer journey begin on social media, on the website or with a call to your call center or IVR system? Does the journey start with an ad delivered to a mobile phone, seen on TV or heard on the radio? Does it begin with a friend telling another friend over lunch? We now live in an omni-channel environment and customers are interacting with your brand through a multitude of pipelines. The digital age has set a new high watermark for customer expectations. With more and more customers beginning their service engagement online, it is critical to facilitate a seamless transition from self-discovery on your website or social channels, to use of in-store technology like a kiosk, to in-person assistance from a customer service representative. As technology has improved, we are continually taking service out of service. It’s the age of self-service and many of your customers prefer self-activation. When a guest visits your casino, where do they stop first? Is it the player’s club or a promotional kiosk? Does your brand promise resonate at every touch point, including your points of technology? You need to design the intersections. How do you manage the experience when the most meaningful touch points might be a form of technology, a digital channel or a social media platform? CEM is about the user experience. Start by learning the customer pain points. Look at reviews and social media posts –your biggest complainers are your biggest assets because they are telling you what to fix.BYHEIDI HAMERSVP OF MARKETING, MILLE LACS CORPORATE VENTURESHeidi draws on more than 26 years of marketing experience, including senior leadership roles with nationally recognized gaming brands like Park Place Entertainment (Caesar’s), Harrah’s and Cannery Casino Resorts. Heidi has opened three Native American casinos in Louisiana, Michigan and Northern California. While at Cannery Casino Resorts, she acted as marketing point person in the revitalization efforts of Jackson Rancheria Resort in Northern California. ABOUT THE AUTHORPrioritizing the CUSTOMER EXPERIENCEHeidi and her team; Mike Engel and Scott Hanson, are Senior Development Partners with Grand Casino Consulting Group for Mille Lacs Corporate Ventures.Visit www.mlcorporateventures.com for more information.tribalnetonline.com |33TRIBALNET MAGAZINE | FALL 2018TRIBALNET MAGAZINE | FALL 2018Social media platforms have influenced the customer experience in new and ever more complicated ways. In an instant, your company can get a glowing review or a scathing report and all are seen by hundreds or thousands of people.While we pay lip service to CEM, most organizations are not doing it or they aren’t doing it very well. Often, CEM is acknowledged as important but not critical. As a result, the mapping process takes a back seat to other, more pressing operational issues.To make progress with CEM, get very clear on what touch points really matter to the customer and find innovative ways to go beyond pleasing the customer at these points of intercept. Technology can enhance the experience, but equally important is gathering data and tracking outcomes to understand customer behavior. Most customers expect you to know their preferences. The CEM process is iterative. Start small and simple, and then scale up.Also, make sure the technology is not over or under purchased. A big issue with those charged with buying technology is that they get overzealous and starry-eyed by a technology’s potential rather than being led by customers’ actual needs. As Steve Jobs said, “you’ve got to start with the customer experience and work backward to the technology.” Pushing technology or starting with the technology potential rather than the customer moves the organization further away from the customer. In a true CEM environment, organizations want to get closer to the customer. This is underscored by companies that over-buy technology and use just a fraction of that technology’s capability. Technology is important, but it will not be implemented to its full potential without strategies on how and when to use it while managing customer relationships. Technology should solve customer problems, not create problems.Sometimes the technology is just too complicated for the end user and sometimes it is too slow or clunky. You cannot maximize the customer journey if you are not effectively capturing data across as many touch points as possible. If your POS system is too slow and your associates are working around it, the tool is not effective. If your system creates noise in the data, that too is ineffective.The goal of journey mapping is to create a 360-degree view of your customer in order to better understand, anticipate and satisfy their wants and needs. Ideally, you are curating a customized you-know-me experience that evokes an emotional bond with your brand that differentiates you from the competition.| tribalnetonline.com34FEATURE | TRIBALNETONLINE.COMtribalnetonline.com |35TRIBALNET MAGAZINE | FALL 2018| tribalnetonline.com36For tribal governments nationwide, the issue of data sovereignty is coming to a head as the need for secure, reliable data storage and backup becomes clearer. With 567 distinct Native American tribes residing in locations across the United States, there is obviously great disparity in individual data management practices — some tribes are on the cutting-edge, while others struggle to modernize. However, one thing generally holds true. Tribal governments are rightfully very protective of their data, which often encompasses sensitive proprietary information, in addition to irreplaceable historical records. As a result, the overwhelming majority of tribes choose to retain complete control over their data by keeping it entirely confined within tribal boundaries.While this conservative approach to data security wards off some degree of risk, it is unintentionally introducing a host of other problems. For instance, without building proper redundancy into the information architecture, one incident could end up wholly eradicating stores of irreplaceable information. So, how can tribes introduce physical redundancy without migrating to additional data centers outside of tribal boundaries? The answer is modular data centers installed on tribal territory.WHAT IS A MODULAR DATA CENTER?Modular data centers are software-defined containerized infrastructures that can be deployed anywhere that sufficient power, cooling, and network connectivity exist, without losing the ability to scale to even the most intensive data requirements. These data center modules are flexible, extremely energy efficient, dynamically provisioned, technology agnostic and designed with security and sustainability at front of mind. Further, organizations that opt for modular data centers typically benefit from lower total cost of ownership, increased operational efficiency, predictable costs and the agility that is inherent to the modern cloud era. These data centers also offer tribes added benefits such as enhanced security and improved scalability options, no matter how modern their data storage capabilities might be.ENHANCED SECURITYThis type of configuration is designed to meet even the most stringent security requirements of highly secure organizations like the U.S. Department of Defense and large-scale commercial organizations. The compartmentalized architecture of a modular data center provides physical and logical separation, allowing tribes to apply comparable security controls to logically grouped segments of the data center that require similar security policies. And because modular data centers are software-defined, tribes can implement added layers of virtual protection on top of existing protections and can more easily centralize and automate desired security features. For example, tribes may choose to implement identity and access management so that only pre-vetted and trusted users are allowed access to the data center. INHERENT SCALABILITYThe benefits of software-defined, modular data centers are not limited simply to their outstanding security features. Because of the modular nature of these data centers, tribal governments that choose to implement them will benefit from massive levels of scalability. This level of scalability is an inherent trait of the modular data center model, which is composed of anywhere from 10 to 200 individual cabinet positions. These cabinets can, of course Protecting Sensitive Tribal Data in the Modern EraFEATURE | DATA MANAGEMENTIsaac joined Iron Mountain to help grow the data center business and to develop the company’s Federal data center practice. In this role, Isaac works with stakeholders in both the private and public sectors to help discover how Iron Mountain’s newest capabilities and investments can effectively support government agency missions.ABOUT THE AUTHORBYISAAC NEGUSSEDIRECTOR, FEDERAL DATA CENTER PRACTICE, IRON MOUNTAINAre Modular Data Centers the key to protecting tribal data sovereignty?YOUR DATA. YOUR WAY. YOUR LAND. Accelerate tribal digital transformation with IT solutions that tribal communities and businesses can rely on to modernize information while preserving data sovereignty. © 2018 Iron Mountain Incorporated. All rights reserved.LEARN MORE AT IRONMOUNTAIN.COM/DATACENTERStribalnetonline.com |37support storage and compute, in what is commonly referred to as a hyper-converged architecture. The individual nodes are all able to coordinate with each other through the hypervisor, meaning the combined levels of storage and compute can scale upwards with the addition of more nodes to handle higher data volumes. Ultimately, this means that if tribes so choose, they can start off small to meet immediate demand, while still maintaining the ability to later scale up to higher levels of compute and data storage as future needs dictate. BRINGING THE CONCEPT OF MOBILITY TO DATA CENTERSThe concept of commercially-managed data centers that provide increased reliability and economies of scale to a constantly growing IT environment is not new; however, the most reliable and enterprise-class densities of these data center are concentrated into a few Tier 1 markets such as Northern VA, Silicon Valley, Chicago, Dallas, and so forth. When modular data centers are deployed using strict adherence to concurrently-maintainable reliability standards and security controls (such as those provided by FISMA), the commercial capabilities previously only available in a handful of locations are now virtually mobile. Once sufficient power, cooling, and network connectivity are established, commercial service levels — such as 100% power availability, adherence to ASHRAE standards and adherence to security standards which are sufficient for the U.S. Department of Defense – can be brought to a sovereign data environment. Additional latency benefits and human resource benefits may also be achieved in what were previously impossible or cost-prohibitive ways.With outstanding security features that keep tribal data in the hands of tribal governments and the scalability to meet a wide range of demands, modular data centers provide tribes of any size with an actionable path towards a thoughtful modernization that preserves data sovereignty. By utilizing the modular architecture, governments will ensure the protection of the data and records that are so vitally linked to their cultural history and identity. Complementing existing data centers with hyper-converged technology introduces scalability, thereby reducing the unit costs for storing historical records and securely processing sensitive personally identifiable data and extensive legal information. Although not every tribe has the need or means to procure large, redundant data centers, the scalable nature of the software-defined model provides any tribal government the ability to map the size of their data center directly to their demand. So, although the needs of governments can vary massively from tribe to tribe, modular data centers are an almost universal solution that can benefit any tribal government.TRIBALNET MAGAZINE | FALL 2018YOUR DATA. YOUR WAY. YOUR LAND. Accelerate tribal digital transformation with IT solutions that tribal communities and businesses can rely on to modernize information while preserving data sovereignty. © 2018 Iron Mountain Incorporated. All rights reserved.LEARN MORE AT IRONMOUNTAIN.COM/DATACENTERS| tribalnetonline.com38Many of the most successful organizations of our time can attribute their achievements in part to their investment in an exceptional experience for their customers. From thriving large resort destinations to favorite local restaurants, so many companies have intentionally created ways to connect with their guests in a deeply emotional and satisfying way. When you reflect upon the experiences you’ve personally had with your favorite companies, it becomes easy to identify the reasons why they have found a lasting place within your heart. There are unforgettable moments that were often intentionally designed to provide you with memories that will last a lifetime.The intricate level of attention and detail that goes into crafting such an experience is a truly worthwhile investment. Equally important is the experience an organization provides for their employees; the same level of care should be invested when designing the modern employee experience. With a highly competitive market to attract new and talented people to join your team, it’s more important than ever to create an environment where your people can thrive. I believe that a quality employee experience should be in place first in order for a quality customer experience to truly take shape. One simply cannot exist without the other.Passion and PurposeIn essence, the employee experience is the ongoing effort to improve the lives of your employees. It’s about creating moments and memories that matter, providing them with competitive salaries and benefits and having genuine relationships. With the right strategies, it is absolutely sustainable to create an employee experience through which employees feel valued for their contributions and are motivated to produce exceptional results. Just like the unforgettable experience of being a customer at one of your favorite companies, the employee experience in a quality workplace should also be one to remember. There is simply no substitute for the feeling that your work matters, that your actions are guided by purpose and that you’re recognized for your contributions.An organizational culture by design is the foundation of a company’s employee experience. Culture by design helps an organization determine how work is done and how people are treated. It helps people understand the purpose behind their work. Job descriptions alone are not sufficient to provide our people with a sense of purpose. Creating an ongoing dialogue with employees regarding their performance and how their work is benefiting the lives of your customers can foster this sense of purpose. In addition, purpose can be communicated by identifying tangible outcomes for everyone involved, fostering a passion for the work they’re doing and recognizing employees for seeing those outcomes through. There’s a reason your company exists; communicate that to your people, and let them know how important their contributions are towards fulfilling the vision of your organization.The quality of the employee experience will also be determined by the collective efforts of the organization’s leadership team. As leaders, we’re responsible for communicating the culture of the organization and living it by example. Culture can be defined simply as “the way we do things.” Defining these actions can best be done through the values of the organization. Values are non-negotiable, and the most impactful organizational values are those that people also live by outside of work — values such as integrity and respect, Designing the Modern Employee ExperiencePerks can’t replace the feeling someone has about the way they are treatedFEATURE | HUMAN RESOURCESBYCHRISTOPHER OROZCOTEAM MEMBER RELATIONS MANAGER, WIN-RIVER RESORT & CASINO ABOUT THE AUTHORChristopher Orozco is the Team Member Relations Manager at Win-River Resort & Casino. He believes the fundamental purpose of HR is to help others, and to change lives for the better. Chris is also passionate about purposeful leadership; listening to the needs of others, setting out to intentionally do good for others, and seeing potential in someone to help lift them up to achieve something wonderful. Read more about Christopher’s thoughts on life and leadership at chrisjorozco.com, and follow along with him on Twitter and Instagram at chrisorozco72.tribalnetonline.com |39TRIBALNET MAGAZINE | FALL 2018which positively influence our actions. If we emphasize these values, employees are more likely to feel an unwavering dedication to the culture of our organization, which can make an incredible difference.Prioritizing Well-BeingA quality employee experience should not be constrained to the walls of the organization; our people have a life outside of work, and that should always be looked at as the priority in their life. When we hire someone to join our team, we do so with the understanding that we can and should take actions to help improve the quality of their life outside of work as well. Good leadership calls for us to value the humanity in every person we are responsible for serving, and we should make their well being the highest priority.There’s no escaping the fact that a competitive salary and benefits package will help recruit and retain high-quality talent. But there’s a true purpose behind these types of packages; they exist to provide your people with a sustainable quality of life outside of work. An experienced human resources team can work with senior leadership to develop a salary structure where your people are paid in accordance with their skills and contributions. The HR team can also work on behalf of employees to discover opportunities to create a benefits package that provides the greatest impact for your people. From medical benefits to paid leave that provides your employees with the schedule and stability to spend time with the people that matter most in their lives, there’s a powerful impact that can be made here. Know that the investment an employer makes in the well being of his or her people is one that creates a return for everyone involved, including the families of our employees.You’ve probably read about the extravagant perks that large companies are able to offer their employees. While not every organization may have the resources to provide these types of perks, I can tell you that there’s no perk that will ever replace the feeling someone has about the way they are treated.The Way ForwardWhen it comes to designing the modern employee experience, remember the goal is to connect with your people in a deeply emotional and satisfying way. Know what resources you have available to you, listen to your people, and find the most effective ways to deliver value for them, while knowing dignity and respect speak volumes. You’ll not only be taking steps to benefit the lives of the people that work every day to make your organization successful, you will also be positioning your organization for sustainable success in the long-term. So many lives will be better as a result, and that’s always a worthwhile investment. • Online hospitality courses • 140 courses with unlimited usage • Courses for every position in hotel and restaurants • Self-paced courses • Certificate of Completion • 50% Discount thru TribalWise Pathway to Success for Tribal Resort Team Members Visit us online today at – HMBOOKSTORE.COM/LANDING/TRIBALWISE Tel: 602.875.5600 technology Next >