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

TitleThe Hong Kong Jockey Club: Transforming Customer Experience Through Information Technology
Authors
KeywordsInformation technology
Customer experience
Innovation
Entertainment industry
Hong Kong
Issue Date2014
PublisherAssociation for Information Systems. The Journal's web site is located at http://aisel.aisnet.org/cais/
Citation
Communications of the Association for Information Systems, 2014, v. 34, article no. 58, p. 1115-1132 How to Cite?
AbstractFor 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.
Persistent Identifierhttp://hdl.handle.net/10722/203546
ISSN
2015 SCImago Journal Rankings: 0.483

 

DC FieldValueLanguage
dc.contributor.authorZwanenburg, SPen_US
dc.contributor.authorFarhoomand, AFen_US
dc.date.accessioned2014-09-19T15:27:00Z-
dc.date.available2014-09-19T15:27:00Z-
dc.date.issued2014en_US
dc.identifier.citationCommunications of the Association for Information Systems, 2014, v. 34, article no. 58, p. 1115-1132en_US
dc.identifier.issn1529-3181-
dc.identifier.urihttp://hdl.handle.net/10722/203546-
dc.description.abstractFor 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.-
dc.languageengen_US
dc.publisherAssociation for Information Systems. The Journal's web site is located at http://aisel.aisnet.org/cais/-
dc.relation.ispartofCommunications of the Association for Information Systemsen_US
dc.subjectInformation technology-
dc.subjectCustomer experience-
dc.subjectInnovation-
dc.subjectEntertainment industry-
dc.subjectHong Kong-
dc.titleThe Hong Kong Jockey Club: Transforming Customer Experience Through Information Technologyen_US
dc.typeArticleen_US
dc.identifier.emailFarhoomand, AF: ali1@hku.hken_US
dc.identifier.authorityFarhoomand, AF=rp01060en_US
dc.identifier.hkuros237939en_US
dc.identifier.hkuros237934-
dc.identifier.hkuros237932-
dc.identifier.hkuros237924-
dc.identifier.volume34en_US
dc.identifier.spage1115-
dc.identifier.epage1132-
dc.publisher.placeUnited States-

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