With Fierce Competition and A Soft Economy, Can Any Casino Afford to Lose Guests?

Even though competition is fierce and the economy is slow, many casinos lose guests without knowing why.

With Fierce Competition and A Soft Economy,
Can Any Casino Afford to Lose Guests?

For Immediate Release
July 18, 2003
Contact: Tom Ellis
Ellis Communications, L.L.C.
Phone (417) 881-5635
E-Mail tellis@casinocustomerservice.com

Even though competition is fierce and the economy is slow, many casinos lose guests without knowing why.

Ninety percent of guests who are unhappy with the service they receive at a casino will not return and most casinos wont even know why they lost those guests as customers," says Martin R. Baird, president of Phoenix, Ariz.-based Robinson & Associates, Inc., a guest service consulting firm for the gaming industry.

The typical casino should understand that it will hear nothing from 96 percent of unhappy guests who received poor service, Baird notes.

Provide outstanding guest service from the moment the guest walks through the door and you can avoid this problem," Baird says. Competition is just too brutal to do otherwise. Who can afford to let guests slip away to competitors or other entertainment venues?"

Following are seven tips from Baird on how casinos can improve their guest service.

Number 1 -- Dont get hung up on employee titles because they mean nothing to guests. All casino employees are in the guest-service business.

Number 2 -- Each employee must view guests as an opportunity to make a lasting positive impression.

Number 3 -- Make eye contact with guests. They notice this and they also notice whether you have a cheerful look in your eye.

Number 4 -- Give guests the ultimate compliment by carefully listening when they talk to you. That shows respect for the guest.

Number 5 -- Dont slouch, yawn or appear bored. That conveys a negative attitude.

Number 6 -- Smile, look approachable and be alert.

Number 7 -- Stay up to date on whats happening at the casino so you can answer guest questions with confidence.

Owned by Lydia and Martin Baird, Robinson & Associates, Inc., is a guest service consulting firm that provides specialty guest service training, management skills training, presentation skills training, team building programs and employee incentive and recognition programs for the gaming industry. The Bairds have a Web site, www.casinocustomerservice.com, thats devoted to helping casinos improve their guest service so they can compete and increase revenues. Robinson & Associates may be reached by contacting Lydia at 480-991-6421 or at lbaird@casinocustomerservice.com. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.
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