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HKJC’s Chirag Desai emphasizes incremental growth in digital experience: a ‘start small, dream big’ approach

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Teddy Cambosa

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6 months ago

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The Hong Kong Jockey Club (HKJC), a venerable institution with a rich history, has strategically charted its digital transformation journey to meet the evolving needs and preferences of its customers. Chirag Desai, the Head of IT & Digital Channels Solutions at HKJC, shared insights into this transformative process during an interview with MARKETECH APAC for its What’s NEXT Interview series, conducted in collaboration with Sitecore, a customer experience management company.

Established in 1884, the HKJC has transcended its origins of paper-based betting, embracing contemporary solutions such as online services and streamlined applications. Desai emphasized the importance of aligning digital changes with customer expectations, implementing them gradually based on an understanding of evolving preferences.

Desai’s advice to brands embarking on their digital experience journey is succinct: “start small, dream big.” He emphasizes the significance of identifying a specific business case or problem and addressing it systematically, cautioning against adopting technology for its own sake. According to him, businesses should focus on solving small problems that resonate with customers and bring tangible benefits to partners.

Discussing the role of cutting-edge digital experience technologies in their transformation, Desai credited Sitecore for driving consolidation within the Club’s Content Management System (CMS) footprint and facilitating the creation of new digital experiences. These experiences, equipped with self-service capabilities, empower users to update content swiftly, enhancing the overall customer experience in both wagering and non-wagering products.

Desai highlighted the modular architecture of Sitecore’s platform, enabling flexibility between on-premise and cloud-based components to meet specific requirements. He expressed confidence in Sitecore continuing to be a key element of HKJC’s digital experience strategy in the years ahead.

Emphasizing the need for a phased approach, Desai advised brands to avoid attempting all-encompassing changes simultaneously. Instead, he encouraged businesses to identify a focused segment of the problem, develop a range of potential solutions, and progress incrementally.

Looking ahead, Desai envisions HKJC offering more seamless and optimized personalized experiences for its expanding audience, reflecting the club’s commitment to enhancing digital engagement with its customers.

This interview was conducted in partnership with SitecoreSitecore is the leading provider of end-to-end digital experience software; its SaaS-enabled and composable platform empowers brands to deliver unforgettable customer interactions.

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