The Hong Kong Jockey Club: Transforming Customer Experience Through Information Technology

被引：0

作者：

Zwanenburg, Sander Paul ^{[1
]}

Farhoomand, Ali ^{[2
,3
]}

机构：

[1] Univ Hong Kong, Sch Business, Management Informat Syst, Hong Kong, Hong Kong, Peoples R China

[2] Univ Hong Kong, Sch Business, Hong Kong, Hong Kong, Peoples R China

[3] MIT, Sloan Sch Management, Cambridge, MA 02139 USA

来源：

COMMUNICATIONS OF THE ASSOCIATION FOR INFORMATION SYSTEMS | 2014年 / 34卷

关键词：

information technology; customer experience; innovation; entertainment industry; Hong Kong; teaching case;

D O I：

暂无

中图分类号：

TP [自动化技术、计算机技术];

学科分类号：

0812 ;

摘要：

For over 125 years, the Hong Kong Jockey Club ("the Club") had been Hong Kong's sole organizer of horseraces. Although it had made horserace 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 transform the customers' journey from studying horses to placing a bet. It wanted to develop large multi-touch tables with an integrated smartcard payment system. But this meant major technical and organizational hurdles along the way. After two years the Club launched the world's largest betting entertainment tables. This teaching case describes the Club's project from defining the problem to evaluating its innovation, emphasizing the importance and difficulties of customer-oriented design.

引用

页码：1115 / 1132

页数：18