Every CEO should have a vision and a plan for dealing with the post-COVID customer. Customer segments, once thought to be stable and unwavering, are now in a state of flux and entropy. Customer satisfaction seems to be on the decline in most industries and loyalty is often the collateral damage. Customers' behaviors and brand preferences have irrevocably changed as have their spending patterns. Old ways to attract and retain casino customers simply don't work. While new technologies have the potentail to better understand the customer and deliver a better guest experience, the organizational wherewithal and culture required to reap maximum benefits from technolgy are often missing. This session will present a holistic approach to understanding and designing the appropriate customer experience. This proven approach engenders customer loyalty and maximizes customer lifetime value.