MGM Resorts International last month launched a service that allows for anyone to automatically jump to the Gold tier of its free loyalty program called M life. The new MGM Resorts Connections is a small group concierge service – for guests booking at least five rooms – that is a one-stop-shop to plan an entire Vegas dream vacation across 12 iconic resorts on The Strip.
Loyalty360 caught up with Adam Clough, MGM Resorts International’s Director of Corporate Concierge, to talk about this exciting new customer engagement offering.
What factors prompted MGM’s launch of MGM Resorts Connections and how do you think the program will impact customer engagement and customer experience?
There were several factors that prompted the launch of this program. The most important was feedback from our guests. Guests found it challenging and time consuming to gather and research all of the options and needed information. They noted that one point of contact would be a much better experience and would allow them to talk through every aspect of the trip. After the program’s launch, the feedback from our guests has been incredibly positive. They appreciate all of their questions being answered by one person, their preferences being met with knowledgeable suggestions and their reservations being handled seamlessly. The MGM Resorts Connections team is able to establish the relationship with the guest from the beginning of the trip planning and see everything through until the guests check out.
What are your goals for this new program? And do you hope it leads to a positive change in customer behavior?
Our goal is to be the hotel guests think of first when they are planning a group trip to Las Vegas. We also want to ensure the group organizer has a seamless and enjoyable time planning the trip and every guest of the group has an unforgettable experience while staying with us.
How does the program work and what makes it unique?
With MGM Resorts Connections, we provide a single point of contact for all reservations for our social group bookings. We are available via email, website request form or by phone. We make it easy for our guests to contact us by their preferred medium. The services we provide make this program unique. The ability to have rooms pre-assigned and the keys ready prior to a group’s arrival is a big advantage. It allows groups to skip check-in lines and get their vacation started. The personal touches we try to add to each trip set us apart.
How do you define customer loyalty and has that definition changed or evolved in recent years?
Loyalty can be defined in so many different ways and it has changed, especially in Las Vegas. Loyalty has to be earned. You cannot expect to provide a beautiful room, perfectly designed hotel and a tranquil spa and obtain guest loyalty. It is all in the way each and every guest is treated. Guest service is what makes you stand out in a city where there are so many options. I feel MGM Resorts has done an excellent job in listening to what our guests are telling us. For so many years we gauged guest loyalty to casino activity. With the evolution of M life, our premier rewards program, we now are able to recognize and reward guest loyalty through their non-gaming spend including hotel, dining, spa and retail. This allows us to customize the experience even further by recognizing that there are several ways for a guest to enjoy our resorts. If our guests feel important and valued, then we will have earned their loyalty.
How has the concierge landscape changed in recent years regarding customer engagement?
The concierge landscape has been most changed by the availability of information on the Internet. There are so many locations guests can go to research information for their stay. This has placed a requirement on the concierge to be that much more familiar about every offering in their city. If a guest can find that small Italian restaurant off The Strip, then the concierge needs to know about it too and ideally have first-hand knowledge to share.
If there is an art event happening, you need to know. Concierge have long been experts of everything their city has to offer but technology has necessitated the ability to obtain the information more quickly than the guest can on their own. Despite all of these advances, the guests still are looking to the concierge for that personal recommendation and to help clear up the amount of information that is available when researching options. It is our responsibility as concierge to be proactive and to provide guests with the assistance they need before they know they need it. Our goal is to never give the guest a job to do.