Understanding Customers, Competitors Helps Casinos Boost Their Guest Service to A Higher Level

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Smart casino managers know they need to improve their customer service in order to compete. One way to do that is to develop a better understanding of their own guests and other competitors in the entertainment industry.

Smart casino managers know they need to improve their customer service in order to compete. One way to do that is to develop a better understanding of their own guests and other competitors in the entertainment industry.

“Casinos simply must understand that they are in the entertainment business and that they must learn more about other entertainment venues that their customers may find alluring,” says Martin R. Baird, chief executive officer of Annapolis, Md.-based Robinson & Associates, Inc., a global customer service consulting firm for the gaming industry. “They also can’t just sit around and talk about customer service. They must provide it and developing a better understanding of what their guests want in the way of service is part of the process.”

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 – It’s 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 customers.

Number 5 – Actually, casino customers can take something home: the memory of that casino’s 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. They’ll 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 guest’s business is no longer about bigger casinos and resorts.

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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