It is important to mention that the Krasnaya Polyana gambling zone is a multifunctional entertainment cluster. Due to this, the recreation scenarios of the guests of the gambling zone are not limited to gambling. An arena for 5,000 people, capable of hosting sports, music and business events, an apartment hotel, a theater and two restaurants are also available to visitors.
At the same time, the company acts as one of the key employers in its region. It has more than 250 professions with more than 1,500 employees, of which 80% percent work with guests, the total number of whom exceeded 1.5 million people in 2022 and 2023.
To increase guest satisfaction rates, the Krasnaya Polyana Gambling Zone Service Development group has implemented its own model based on researching the guest's experience, achieving specific goals, and creating a convenient and effective service behavior training system for employees. To analyze the collected data, the gambling zone's customer service specialists used the "Secret Guest" techniques, in-depth interviews, and a telegram channel was created for quick customer surveys, which currently consists of 1100 loyal respondents.
As a result of the application of the new service development model, the following results were achieved: the number of complaints decreased by 3 times, the number of bookings and sales through the gambling zone's own digital tools doubled, 627 negative factors were eliminated earlier than they were noticed by the guest, the number of repeated visits of guests amounted to 2.5 times a year.
The achieved results allowed the gambling zone to win the CX World Awards in the nomination "Best practice for changing and improving the customer experience". The award ceremony took place on April 24 in Moscow. The award is given for exceptional achievements in the field of customer experience. The leading Russian companies have become competitors of the gambling cluster: Sberbank, Alfa-Bank, VTB, Russian Post, Pyaterochka and many others.
Olga Baibakova, Head of the Group for the Development of the Krasnaya Polyana gambling zone service, commented on the award win: "The gambling zone has been in existence for 7 years and can really be proud of the high level of service provided during the design of the main processes. However, the world is changing very quickly, and we are faced with a challenge related to the fact that in order to develop, we need to dive more deeply into the guest's experience, his way of thinking and decision-making algorithms.
In this regard, there was a need to create a comprehensive model of the system for analyzing and improving the customer experience, which we called IDEAL. We based the model on the recommendations of the international standard ISO 23592 "Excellent service: principles and model", but transformed them to the level of operational processes. This is a truly systemic and universal solution that can be used in any service company."