The X Factor: Special Things That Please Casino Customers

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Casinos that place an emphasis on customer service do special things for their guests that surprise and please them. This sets those casinos apart from the competition.

The X Factor: Special Things That Please Casino Customers

Casinos that place an emphasis on customer service do special things for their guests that surprise and please them. This sets those casinos apart from the competition.

“I call this the X Factor,” says Martin R. Baird, chief executive officer of Annapolis, Md.-based Robinson & Associates, Inc., a global customer service consulting firm for the gaming industry. “There’s no common name for this. It’s just a matter of doing something that makes a casino stand out in the eyes of its customers. The important thing is that guests appreciate it and remember it.”

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 customer 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 customer service.

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

X Factor. The X Factor is that variable, that thing you do at your property to make it stand out. It’s the something that’s a little better or a little different. It’s the way you do things that creates a memorable experience for your guests. It may be something small like the way you fold towels or something much bigger like free entertainment. Whatever it is, the X Factor makes a huge impression on your guests. Sure, they’ll remember if they won and if they had a good time, but they’ll also remember those little things that add up to something special. That’s the X Factor.

Excellent. Guests are always on the lookout for anything that’s excellent. They want to feel excellent, they want the property to be excellent and they want their service to be excellent.

Exceptional. Every guest wants an exceptional experience. When they’re treated like they’re the only person on the property, they feel exceptional.

Extra. What small things can you do to make your guests feel extra special? To make them feel extra important? To make them feel that their money and time were well spent and that they can’t wait to come back?

Robinson & Associates, Inc., is a global customer service consulting firm that provides specialty customer 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, http://www.casinocustomerservice.com, is devoted to helping casinos worldwide improve their customer service so they can compete and increase revenues. The company may be reached by phone at 480-991-6420 or by e-mail at mbaird@casinocustomerservice.com. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.

Contact:

Martin R. Baird

Robinson & Associates, Inc.

http://www.casinocustomerservice.com
480-991-6420

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