Casino Guests Willing to Risk Their Reputation for A Property Are A Better Growth Predictor Than Satisfied Guests

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Casinos that want to do a better job of managing their growth need to stop worrying about guest satisfaction and instead focus on their customers’ willingness to assume some personal risk on the casino’s behalf.

Casinos that want to do a better job of managing their growth need to stop worrying about guest satisfaction and instead focus on their customers’ willingness to assume some personal risk on the casino’s behalf.

In other words, they need to move their customer research into the area of risk.

“Casino guests who are willing to risk their own personal reputation and spread positive word-of-mouth advertising about a casino are guest advocates and the degree to which a property has advocates is a highly reliable predictor of future growth,” says Martin R. Baird, chief executive officer of Annapolis, Md.-based Robinson & Associates, Inc., a global customer service consulting firm for the gaming industry.

Baird offers the following tips on customer satisfaction, risk and guest advocates.

Tip No. 1. Guest satisfaction has zero correlation to the future growth of any casino. “No matter what your guest satisfaction surveys say – even if satisfaction is in the stratosphere – it doesn’t matter,” Baird says. “Research doesn’t support the concept that customer satisfaction predicts growth.”

Tip No. 2. The nebulous term “satisfaction” carries no personal risk. “A casino guest who says on a survey that he or she is satisfied with their gaming experience and the casino’s customer service can make that comment because it doesn’t put them at risk,” Baird notes.

Tip No. 3. Risk predicts growth. “Ask someone which restaurants they are satisfied with and they will gladly tell you,” Baird says. “Ask them which restaurants they recommend and their answer puts their personal reputation at risk. They don’t want to disappoint their friends, who are likely to patronize the restaurants they recommend.”

Tip. No. 4. Risk adds validity. “By moving from satisfied to recommend, you move from a low-risk question to a high-risk question,” Baird points out. “That movement adds amazing validity to the question and the response you receive. Do your research then put a system into place for improvement within your casino.”

Tip No. 5. Advocates are willing to assume risk. “Look at the pieces you have in place to make it easy for your guests to risk their reputation by telling family and friends about your amazing casino,” Baird says. “The easier you make it for your guests to feel comfortable recommending your casino, the better your casino will do going forward.”

Robinson & Associates, Inc., is a global customer service consulting firm for the gaming industry. It helps casinos determine their Advocate Index, a number that indicates the extent to which properties have guests who are willing to be advocates. The company then implements its Advocate Development System in combination with the proven methodology of Advocate Index and best business practices to help casinos create more guest advocates and chart a course for growth and profitability. Robinson & Associates may be reached by phone at 480-991-6420 or via its Web sites at http://www.advocateindex.com and http://www.advocatedevelopmentsystem.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
http://www.advocateindex.com
480-991-6420

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Martin R. Baird
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