To celebrate M.U.S.T.’s 23rd Anniversary, the Faculty of Hospitality and Tourism Management (FHTM) held the third lecture of “Seminars by Masters from Tourism Industry” on 21st April 2023, in D Hall. Ms. Icy Lei, Executive Director of Digital Product Strategy & Data Science of MGM was invited as the guest speaker and provided an inspiring lecture entitled “Creating Great Customer Experiences with Technology”. Prof. Ben K. Goh, Dean of FHTM, Program Directors Dr. Feng Yan and Dr. Wong Weng Chou, and more than 250 teachers and students attended the seminar.
Guest Speaker, FHTM Teachers, and Students’ Group Photo
Prof. Ben K. Goh delivered an opening speech and appreciated Ms. Icy Lei’s digital transformation and customer relationship management effords. Since the Tourism+ MOU was signed with MGM in December 2021, FHTM has devoted itself to talent development and cultivation in the hospitality industry through cooperation with MGM such as co-organizing seminars and academic competitions. Students are expected to cherish this rare opportunity and broaden their thinking about the development of hospitality and tourism.
Prof. Ben K. Goh Presented a Souvenir to Ms. Icy Lei
During the speech, Ms. Icy Lei introduced her career at MGM, which led to her fascinating experience of leading digital transformation in the integrated resort's digital practice. Ms. Icy Lei gave a vivid speech on a specific case study of building a customer relationship management platform and conducting customer touchpoints development, where she designed self-service kiosks and mobile apps to better capture customer preferences while forming effective customer journeys from acquiring new customers to developing them into loyal customers.
Ms. Icy Lei then pointed out that the industry is constantly evolving and has entered the era of big data. She further analyzed the methodology of business development in the digital context and gave a comprehensive and detailed account of how she used models to build accurate customer portraits and customized products and experiences based on them. Ultimately, this successfully increased the company's productivity and enhanced its business profitability.
Ms. Icy Lei Gave a Lecture
In the Q&A session, students were eager to ask questions and Ms. Icy Lei patiently answered them. Through this seminar, students gained a deeper understanding of digital applications in the resort industry from an industry perspective, as well as new inspirations and thoughts on cutting-edge applications and future trends in the tourism industry.
FHTM Teachers and Students Interacted with the Guest Speaker
Ms. Icy Lei is the Executive Director of Digital Strategy and Data Science at MGM with 15 years of experience in the integrated resorts industry. Early in her career, she realized that a single traditional marketing strategy was not enough to meet the ever-changing needs of customers. As a result, she was actively involved in several projects that led to digital transformation, streamlining operational processes, and optimizing the customer experience, gradually building up her expertise in customer relationship management.
