Casino Guest Service Tip: Smiling Is Universal Language

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Casino employees who smile for guests are using a universal language.

Casino employees who smile for guests are using a universal language.

“A smile always brightens a casino guest’s day and that’s why casino employees need to make smiling a habit,” says Martin R. Baird, chief executive officer of Annapolis, Md.-based Robinson & Associates, Inc., a guest-service consulting firm for the gaming industry. “Everyone feels better when they see someone smile.”

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 U.

Universal language. Smiling is the universal language. When people see a smile, it brightens their day. When people see you smile, they know you’re happy. When people see a smile, they feel better. When people see a smile, they’re likely to give you one in return. Smiling is not hard to do. It actually requires fewer muscles than frowning. All you need to do is turn up the ends of your mouth a little and before you know it, there’s a bright smile waiting to come out. Oh and don’t forget to smile with your eyes, too.

Unbelievable. That’s the kind of experience your guests must have. They must be in awe of how much fun they had and how nice everyone was. When customers go to Wal-Mart and spend $100, they have something to show for it. When guests come to a gaming property, they don’t always walk out with something tangible. When guests visit your property, they must have an unbelievable experience they can take home. That’s what they have to show for the time and money they spent.

Unique. Every guest is unique. Every guest service experience is unique. Therefore, you need to be unique in the way you provide it. You cannot take a cookie-cutter approach to service. Every guest wants things their specific way.

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.


Martin R. Baird

Robinson & Associates, Inc.

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