A Winning Framework for Customer Experience.

A Half-day Seminar by

Sudhir H. Kalé, Ph.D.

Seminar Details

Venue: BLACK Bar & Grill at THE STAR SYDNEY

Date: Thursday, 2nd May, 2019

Time: 4:30 PM to 7:30 PM


Price: $395+GST

Avail a 20% discount for 2 or more attendees from the same organisation


A Half-Day, Hands-On CX Seminar for Senior Professionals in Gaming 

Worldwide, over 90 percent of business leaders claim to compete primarily on the basis of the experience  they provide their customers. However, while 80 percent of businesses believe that they provide a great customer experience (CX), only 8 percent of their customers agree.

In today’s mobile, hyper-connected and intensely competitive world, customer experience is the last bastion of sustained competitive advantage. Yet, many businesses, especially gaming establishments, are at a loss when it comes to articulating the meaning of customer experience and putting the concept into practice.

This seminar by Sudhir Kalé, Ph.D., will provide you with a solid understanding of customer experience; the kind of understanding that you can put into practice right away. 

Topics of Discussion 

  • What exactly is customer experience?

  • The evolution of customer experience

  • The neurological basis of customer experience

  • The misunderstood role of emotion in customer experience

  • VICTORS: The 7 components of a stand-out customer experience

  • How your brand and prior exposure impacts customer experience?

  • How physical aspects of your property impact customer experience?

  • Mapping the customer experience journey for rich insights

  • Assessing the impact of customer experience on revenues and profitability

Mode of Delivery 

This seminar will be conducted in a highly interactive mode with video snippets and interviews from CX leaders. Participants will have ample opportunities to ask questions, assess the maturity level of the customer experience they currently provide, and practice their newly learned skills. 

Who Should Attend

CEOs, CMOs, COOs , Marketing Directors, GMs, and HR Heads of Clubs and Casinos will find this program to be of immense value. Besides an amazing learning experience, you will have the opportunity to network with your peers from other properties during the cocktail session following the seminar.

Seminar Details

Venue: BLACK Bar & Grill at THE STAR SYDNEY

Date: Thursday, 2nd May, 2019

Time: 4:30 PM to 7:30 PM

Price: $395+GST

Avail a 20% discount for 2 or more attendees from the same organisation.


4:30 PM to 7:30 PM: VICTORS Seminar

7:30 PM: Networking with Drinks & Canapés

How to Register

If you would like to attend the VICTORS Seminar, please contact Brett Jones, Senior AdvisorBULLSEYE CX on 0435 812 177 or email him at


The last date for registration is 27th April 2019.


Seating is limited and reservations are available on a first-come-first-serve basis.

About the Seminar Leader

Sudhir Kalé, Ph.D., is a Senior Advisor at BULLSEYE CX. He has helped define and deliver customer experience strategies at  client properties on  five continents.  Sudhir has published over 100 articles on the marketing and management of gaming businesses.


Till June 2015, Sudhir was a full-time advisor to Sands China Limited, the largest gaming company in the world. At Sands China, he was in-charge of creating an optimal customer experience for guests across six hotels, five casinos and billions in retail sales.


Sudhir is widely regarded as an expert in various aspects of gaming management such as customer relationship management (CRM), customer loyalty, customer experience, market segmentation and positioning, and customer lifetime value (LTV). Known for his no nonsense , evidence-based approach to problem solving, he has worked tirelessly to further the continuing education of gaming executives.


Sudhir’s gaming client list includes diverse casino companies such as Marina Bay Sands, Galaxy Macau, Starworld Hotel and Casino, Mohegan Sun, The Olympic Entertainment Group, Sun International, Casinos Austria, Mocha Slots, IGT, Wynn Macau and Crown Casino. He has consulted with a number of Clubs across Australia.


Sudhir has been a regular speaker at the Global Gaming Expo (Las Vegas and Macau), Gaming, Racing and Wagering Australasia, and at the University of Nevada (Reno) Executive Development Program for senior gaming executives. An eloquent, intriguing, and sometimes provocative speaker, Sudhir’s views on a wide range of issues have been quoted by prominent media such as The New York Times, New York Post, The Wall Street Journal, The Financial Review, Forbes and Bloomberg.


BULLSEYE CX has several years of hands-on experience working with Australian Licensed Clubs and Gaming venues.  BULLSEYE CX is equipped to work with clubs at any stage of their growth trajectory, leveraging expertise and technology to deliver robust customer experience strategies, including Customer Relationship Management. BULLSEYE CX has developed proven processes, engages highly skilled people and has developed technology to reduce costs, risks and complexity around enhancing customer experience strategies, from design to implementation and management.

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