The National Lottery Authority (NLA) has began implementation of a 3-Year Innovative Strategy for Growth that would see NLA’s contribution to the Consolidated Fund growing exponentially by more than 230 percent by the end of 2017.
This growth would be achieved partly through the introduction of new lottery products, and partly through the vigorous pursuit of a Customer Centric culture whereby the customer would be placed at the heart of the business.
The Acting Director General of NLA, Brigadier General Martin Ahiaglo (Rtd), communicated this strategy to Staff during his annual outreach programme to NLA’s Regional and District Offices across the country.
Brigadier General Ahiaglo took time to explain the philosophy, intent and purpose behind the strategy. He outlined the key goals of the Strategy and impressed upon staff the importance of “Consistently Delivering a Memorable Customer Experience.”
He further explained that part of the initiatives to drive the innovative strategy would involve the creation of a Marketing Department and a Corporate Communications Unit.
The Marketing Department would primarily focus on promoting NLA’s products and services, fulfilling customers need for a long lasting relationship as well as conducting market research into product development.
The Corporate Communications Unit, on the other hand, would be responsible for managing all internal and external communications aimed at creating a favourable point of view among their stakeholders.
The Director General emphasized that internal communications, a key objective of his outreach programme, was a vital element in helping share his vision and energize employees drive the NLA Innovative Strategy for Growth. This was because clear, concise and consistent communications not only educated employees, enabling them to appreciate the value of NLA programmes, but also kept them focused, aligned and engaged.
Brigadier General Ahiaglo disclosed that NLA had rolled out two new products this year namely, the Soccer Cash and the 5/90 Mobile Platform. NLA would sustain this momentum by rolling out at least one new product yearly, as part of efforts to meet its revenue generation targets.
The Director General was accompanied by the Director - Administration and Human Resource, Ms. Afumwaa Bruce who seized the opportunity to explain the new NLA Code of Ethics to the Staff.
She disclosed that a training programme was being prepared to build the capacity of Staff on Customer -Centric Culture, to ensure Staff is well informed on their roles under the Strategy.
During the working tour, the Director General paid courtesy calls on Regional and some District Police Commanders and sought their support in the fight against the proliferation of illegal lotto, popularly known as Banker-to-Banker.
This is in accordance with provisions of the National Lotto Act 2006 (Act 722) which empowers NLA to Regulate, Supervise, Conduct and Manage National Lotto in Ghana. This conforms to international best practices where lottery activities are the preserve of the State.
At all the Police Commands visited, the Police pledged their readiness to assist NLA in the fight against this social canker.
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