THE HONG KONG JOCKEY CLUB: TRANSFORMING CUSTOMER EXPERIENCE THROUGH INFORMATION TECHNOLOGY
For over 125 years, the Hong Kong Jockey Club (the Club) had been Hong Kong's only organizer of horse races. Although it had made horse race betting a popular game in Hong Kong, its customers were aging. To change this, the Club launched a project to make the game more enjoyable for its customers of the technology-savvy generation. Based on market research and the latest technological developments, the project team set out to develop the world's largest betting entertainment tables. The team aimed to design them in a way that matched the lifestyle of the young and tech-savvy customers, allowing them to enjoy horse race betting in a more intuitive and social way. But this meant major technical and organizational hurdles along the way. Two years after its conception, two tables were launched. The target customers were satisfied with the betting experience, but to what extent would these tables improve the Club's long-term outlook?