Loyalty Methods and MGM Resorts: A Jackpot Collaboration in Relaunching MGM Rewards on the ReactorCX Platform
In an era where strengthening customer relationships is vital for sustaining progressive growth, the role of loyalty programs is highly critical. Recognizing this imperative, MGM Resorts International, a leading force in the hospitality industry, realized the necessity to rejuvenate its loyalty initiatives. To undertake this transformation, MGM sought the expertise of Loyalty Methods (LM), an industry luminary known for its groundbreaking advancements in loyalty system transformation. LM’s celebrated loyalty platform, ReactorCX, became the cornerstone of this transformation. This collaboration yielded remarkable outcomes, notably augmenting the MGM Rewards program.
Integration Effort: Seamlessly Bridging Disparate Systems
1. Comprehensive Integration Across Channels: A critical challenge many organizations face is integrating diverse systems into a cohesive whole. LM addressed this by seamlessly incorporating all of MGM’s loyalty earn and burn channels. From multiple hotel Property Management Systems (PMS) like Opera and HLS, Food & Beverage POS systems like InfoGen from Agilysis to Retail POS systems like Micros and MS Dynamics, Kiosks, and even the IGT Patron gaming system – everything was integrated under one umbrella.
2. Flawless Transition with No Service Interruptions: One of the hallmarks of LM’s expertise was its ability to transition MGM to ReactorCX with zero downtime, ensuring that regular operations and customer experiences remained uninterrupted. The simultaneous operation of old and new systems minimizes risks in complex migrations by providing real-time comparisons between the old and new systems.
3. Massive Data Migration: Loyalty programs are data-intensive. LM successfully migrated billions of transactions and millions of member accounts into the revamped system, ensuring that no historical data was lost in the transition.
4. Empowering Customer Service: Front desk staff are often the face of hospitality brands. To optimize their efficiency, LM integrated the ReactorCX Member Care Portal. This single-point system allowed MGM’s frontline staff to manage member accounts, respond to queries, and seamlessly deliver service recovery and benefits.
Program Improvements: Elevating Customer Engagement
1. Enhanced Tracking and Management: The new MGM Rewards program was designed for global guests, tracking multiple currencies and offering tier management. Furthermore, it incorporated features like automatic point expiration and annual tier requalification, adding layers of sophistication to its loyalty mechanics.
2. Encouraging Brand Loyalty: The revamped program actively incentivizes repeat visits by introducing a unique vesting period for the earned points, turning occasional guests into brand loyalists.
3. Advanced Promotional Features: With ReactorCX, MGM is no longer limited to a basic points system; now, they can launch sophisticated promotions like bonus point campaigns, trip-based streaks to boost non-room on-property spending, tier match challenges, and tier accelerator promotions.
4. Personalized Customer Interactions: The integration of the RCX real-time event system empowered MGM to curate personalized communications, ensuring guests always felt seen, understood, and valued.
5. Comprehensive Data Model: The partnership heralded a new era of data-driven decision-making for MGM. The detailed breakdown of earn and burn transactions, the ability to control redemption order, and insightful liability reporting became vital assets in optimizing the program’s effectiveness.
The Future of Customer Loyalty Programs
The successful partnership between Loyalty Methods and MGM Resorts International exemplifies technology’s potential to revolutionize customer loyalty programs. Integrating the MGM Rewards program onto the ReactorCX platform underscores a significant landmark in the industry, showcasing how advanced technology can amplify customer engagement, streamline operations, and propel business success. It epitomizes the transformative power of strategic alliances in leveraging technology to deliver exceptional service and rewards to customers.