COVER STORY


IGT: We are all about the customer


For Walter Bugno, IGT CEO International, a localized approach to content creation and customer service is paramount. Casino International had an exclusive opportunity to chat with Bugno and gain insight into the evolution of IGT’s International organization.


A


n integral part of IGT’s culture is its “Customer First” approach. Although the precise definition of “Customer First” may vary from one IGT executive to the next, all IGT leaders will agree: helping


IGT customers grow their businesses, while delivering superior customer service is a top priority. “Everything from product roadmaps and R&D


investment, to content creation and in-market customer support are guided by our customers’


immediate and long-term business needs,” asserted Bugno. “For IGT, ’Customer First’ is not just a mantra, it’s a commitment to a way of doing business.” In the two-plus years following the IGT-GTECH


merger, IGT has been in what it refers to as a “continuous cycle of improvement.” They have evaluated internal and external processes, retained and attracted top talent, initiated organizational realignments, and most importantly, adopted new practices and standards to ensure that the Company is positioned to quickly and effectively respond to its customers’ needs.


“…IGT now is more agile in our operations. This de- centralized approach empowers regional leaders to respond to our customers, their needs and changing market conditions more quickly.”


“In recent months, IGT has implemented a series of


operational and organizational changes to better position the Company to serve the individual needs of our gaming, lottery and interactive customers worldwide,” explained Bugno. “Through a more localized approach to a number of disciplines such as field services and content creation, and by strengthening IGT’s in-market presence in many geographies, IGT now is more agile in our operations. This de-centralized approach empowers regional leaders to respond to our customers, their needs and changing market conditions more quickly.”


38 SEPTEMBER 2017


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