As chief wagering officer of Racing & Wagering WA (RWWA), Michael Saunders and his team oversee the management of RWWA's wagering and the associated retail support services and marketing functions. The Wagering Division has a strong emphasis on the planning and development of the physical TAB retail network with a goal to maximise sales and ensure return on investment. Retail is RWWA's competitive advantage in WA and the core principles of continuous improvement and "retail people" development underpin RWWA's ability to maintain that advantage. Mr Saunder’s team is investing considerably in Customer Relationship Management (CRM) tools and integrating communications into the social media space to further leverage the brand and support the overall wagering strategy. The responsibility of its call centre and customer services area also sits under the wagering division.
