Annapolis, MD (PRWEB) October 9, 2006
Martin R. Baird, chief executive officer of Robinson & Associates, Inc., will participate in a panel presentation on customer research at Global Gaming Expo (G2E) next month in Las Vegas and discuss his company’s Advocate Development System and Advocate Index™.
The panel presentation is titled “Customer Feedback: Do You Really Want to Know How You Are Doing?” and will take place from 9:15 to 10:15 a.m. Nov. 16 at the Las Vegas Convention Center where G2E will be held. With more than 700 exhibitors and more than 100 conference sessions, G2E is the world’s largest and premiere gaming event where professionals meet to obtain in-depth information on new products and ideas.
Baird says casinos should want to know the results of their customer research and that they should care about the gaming experience of guests who walk through their doors. However, he says casinos that conduct guest satisfaction surveys are generating useless data.
“If a casino does guest satisfaction surveys, the results are meaningless,” Baird says. “There is a better way and that is measuring guest advocacy, not guest satisfaction. Research shows there is no correlation whatsoever between customer satisfaction and
the future performance of any business. Casinos need to have guests who are willing to be an advocate – someone who risks their reputation to spread positive word about a casino. Advocates play at their favorite casino again and again and possibly encourage others to play there as well.”
Robinson & Associates’ Advocate Index and Advocate Development System allow casinos to generate future growth. Advocate Index is the one number casinos need to plan their growth and the company’s Advocate Development System gives them a structured program to leverage the index and take action, Baird says.
Advocate Index is a proven methodology that, through a simple survey, measures the degree to which casinos have guest advocates. Advocate Development System utilizes the index and seven best business practices to gauge, monitor and improve the casino’s performance and guest service. The end result is creation of more guest advocates and ever higher index scores. The higher the score, the more successful the casino will be.
“I’m honored that Global Gaming Expo selected me to be one of their presenters,” Baird says. “I look forward to meeting with leaders in gaming and discussing how they can do a better job of generating meaningful customer data that will help them manage their growth.”
Robinson & Associates, Inc., a global customer service consulting firm for the
gaming industry, may be reached by phone at 480-991-6420, by e-mail at mbaird @ casinocustomerservice.com or via its Web sites at http://www.advocatedevelopmentsystem.com and http://www.casinocustomerservice.com.
Martin R. Baird
Robinson & Associates, Inc.