A Winning Approach to Designing and Executing Your Customer Experience Strategy

A Seminar by Sudhir H. Kalé, Ph.D.


Venue: Widus Hotel and Casino

Date: Thursday, 20th June 2019

Time: 1:30 PM to 5:30 PM


Venue: Makati Shangri-La

Date: Friday, 21st June 2019

Time: 1:30 PM to 5:30 PM

Price: US $495 per Person

Offer: Get a 15% discount on registering 2 or more attendees from the same organisation


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

Over the next five years, the casino industry wants to invest US$65 billion into new casino projects in Asia. According to Grant Govertsen and John DeCree of Union Gaming, “For too long Asia has been an unbelievably forgiving place to be a casino operator, thanks primarily to China’s rise… There will be a notable and growing divergence in operator performance in virtually every market in Asia, with market share gains captured by the most capable.”

To survive and thrive in the crowded gaming markets in Asia, every operator will have to differentiate itself from its competitors. The only way to hold and gain market share is to offer your guests a distinctive customer experience (CX).


You are cordially invited to attend a hands-on interactive program on Customer Experience offered by world-renowned CX expert Dr. Sudhir Kalé.  This seminar will provide you with a solid understanding of customer experience; the kind of understanding that you can put into practice right away.

Read Dr. Kalé's in-depth article on VICTORS and its implications for Customer Experience on LinkedIn: Click Here

Topics of Discussion 

  • What exactly is customer experience?

  • How customer experience impacts your revenues and bottom line

  • 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 physical facility and environment impact customer experience?

  • What role do employees play in determining customer experience?

  • Mapping the customer experience using service blueprints 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, VP/SVP of Marketing, VP of Loyalty Programs. COOs, VP of Tables, VP of Slots, Heads of HR, Heads of Hotels, Director of Marketing, and Executive Director/Director of HR of 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 AGB Midsummer Networking Social, from 6:30 PM onwards (following the VICTORS Seminar) on the 21st of June 2019.

Note: You will need to RSVP seperately for the AGB Midsummer Networking Social.

Seminar Details


Venue: Widus Hotel and Casino in Clark Pampanga

Date: Thursday, 20th June 2019

Time: 1:30 PM to 5:30 PM


VenueMakati Shangri-La

Date: Friday, 21st June 2019

Time: 1:30 PM to 5:30 PM

Price: US $495 per person

Offer: 15% discount on total, when registering 2 or more attendees from the same organisation

How to Register

If you would like to attend the VICTORS Seminar, please complete the RSVP form below.

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

Once we receive your RSVP, we will email you an invoice in order to complete your registration.

RSVP of VICTORS Philippines 2019

RSVP for the Asia Gaming Brief Midsummer Networking Social, 21 June, Manila


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.

RSVPs are now closed.


BULLSEYE CX has several years of hands-on experience working with Gaming venues.  BULLSEYE CX is equipped to work with gaming venues 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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