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Casinos Can Achieve Their Goal of Great Guest Service
By Understanding Guests and Competing Venues
Casinos that know they need to improve their guest service to compete will have a better chance of reaching that goal if they understand their guests and other competitors in the entertainment industry.
Casinos Can Achieve Their Goal of Great Guest Service
By Understanding Guests and Competing Venues
For Immediate Release
Sept. 19, 2003
Contact: Tom Ellis
Ellis Communications, L.L.C.
Phone (417) 881-5635
E-Mail tellis@casinocustomerservice.com
Casinos that know they need to improve their guest service to compete will have a better chance of reaching that goal if they understand their guests and other competitors in the entertainment industry.
Casinos cannot afford to sit around and just talk about being in the entertainment business," says Martin R. Baird, president of Phoenix, Ariz.-based Robinson & Associates, Inc., a guest service consulting firm for the gaming industry. They must provide an outstanding gaming experience to all guests. And that level of service must be better than the experience guests can get at any other entertainment choice."
Following are seven tips from Baird on what casinos need to know about guests and competitors.
Number 1 -- People spend more money at casinos and, thus, casinos must provide service that is superior to other entertainment venues.
Number 2 -- Customers will return to a movie theater even though the premises were dirty and the movie was poor simply because the expense was minimal. They will have a different response to a dirty casino and lousy gaming experience because their expenditure there is much higher.
Number 3 -- Chances are casino guests will spend far more than they do at the movies and they will need an outstanding experience to make up for the money they will not be taking home. Stellar service and an enjoyable experience will convince guests to come back.
Number 4 -- Its difficult for people to lose money and have nothing to show for it. Casinos need to make up for that through outstanding service that amazes the guest.
Number 5 -- Actually, casino guests can take something home: the memory of that casinos great service. Fail to deliver that kind of service and guests will tell lots of people about it.
Number 6 -- Gaming is growing in popularity but competing entertainment venues will not passively watch their customers go to the casinos. Theyll fight to get their customers back. Many businesses will compete for casino guests by raising the customer-service bar higher and higher.
Number 7 -- Service will be a key factor for both casino guests and competitors. Competing for a guests business is no longer about bigger casinos and resorts.
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. Martin is author of Gaming Guest Service from A to Z," a book that uses the alphabet to help gaming executives, managers and employees understand the importance of outstanding guest service and how to provide it.
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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