Customer Retention, Casino Guest Service Go Hand In Hand

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Customer retention is important to all casinos. One way to boost retention is to provide quality guest service.

Customer retention is important to all casinos. One way to boost retention is to provide quality guest service.

“It’s far more efficient for casinos to give their guests a reason to come back again and again and great service will help accomplish that,” says Martin R. Baird, chief executive officer of Annapolis, Md.-based Robinson & Associates, Inc., a guest-service consulting firm for the gaming industry. “The alternative is to lose guests to the competition and constantly struggle to attract new guests to replace them. That doesn’t even make sense.”

Baird’s new book, “Gaming Guest Service from A to Z” uses the alphabet to explore important words to help gaming executives, managers and employees understand how critically important outstanding guest service is and how to provide it. The book has all the letters of the alphabet and each letter has a series of words that give insight on how to provide great guest service.

The following are helpful tips excerpted from the book’s section on the letter R.

Retention. Guest retention is extremely important to a property’s overall success. The longer guests stay and the more often they come back, the more likely a property will be profitable and successful. When you provide great service, you are helping your property retain its guests. They will want to come back and that is what it’s all about.

Recognition. Great service generates recognition. You’ll hear people say, “Hey, you ought to talk to Mary over there. She’s great.” Or you might hear someone say, “If you want to play, go to Bill’s table. He’s fun.” This actually happens. That recognition is great for you and it’s great for the property.

Recognize. Players want to be recognized. They may not want you to yell their name across the casino floor or say hello to them in the grocery store. They do want to be recognized at the property because it makes them feel important and special.

A nod of the head could be just the thing for one guest. For another, it could be remembering their name. Recognizing guests is one of those things that is greatly appreciated.

Respect. Your guests and co-workers want and deserve respect. Now does that mean they will always respect you? I wish it did, but it doesn’t. Still, we all need to respect each other. The best place for respect to start and grow is with you.

Return. I’m talking about getting your guests to return to your property again and again. The more frequently they come back and the longer they stay and play, the more successful you will be. One of the easiest ways to get them to return is to make sure they have a good time while they’re there.

Reputation. You can’t buy a good reputation. You must earn it. Be sure that every action you take every day enhances the property’s reputation and your reputation.

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 company’s Web site,, is devoted to helping casinos improve their guest service so they can compete and increase revenues. The company may be reached by phone at 480-991-6420 or by e-mail at Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.

Contact: Tom Ellis

Ellis Communications, Inc.

Phone (417) 881-5635



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