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PETERSON’S ‘WYNN-ING’ SPEECH

August 2, 2005

Don Peterson spoke in New York this morning and then took his audience on a trip to Las Vegas.

Well, sort of.

The chairman/CEO of Avaya mentioned famous Vegas hotel developer Steve Wynn and his determination to build around the guest experience. Part of this was the realization that 50 percent of resort revenue came from other than gambling, representing a significant shift over time in the Vegas hotel sector.

“In response to that, Wynn created a differentiation strategy,” Peterson said. “He wanted to use technology to transform the guest experience.”

Peterson then described the communication strategy Wynn developed.

“He wanted to provide … ubiquitous access,” Peterson said. “He started out with the belief that that would mean a PC in every room and kiosks. He ended up with an IP phone, a screen phone, in every room with voice access [and] a knowledgeable agent at the end of the line providing the intimacy that he was looking for with the hotel guests.”

The strategy also included cell phone availability for guests as well as a guest value code that would identify guests’ attributes to agents who could provide more responsive service.

“Mr. Wynn … is delighted with the attributes [and] guest response … has been positive,” Peterson said during today’s keynote address at SpeechTek.



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