Give Casino Guests the Holiday Gift They Want Most - An Amazing Gaming Experience That Turns Them Into Advocates

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Casinos that want to get an edge on the competition this holiday season should give guests an amazing gaming experience that turns them into advocates for their favorite property.

Robinson & Associates, Inc., a gaming industry consulting firm, has a piece of advice for casinos that want to get an edge on the competition this holiday season. The company suggests casinos give guests the one gift they want the most - an amazing gaming experience that turns them into advocates for their favorite property.

"I'm not talking about making sure guests win tons of money," says Martin R. Baird, chief executive officer of Annapolis, Maryland-based Robinson & Associates. "I'm talking about making sure guests are smiling when they walk out the door, win or lose. That is what turns ordinary guests into advocates - guests who return to play again and again and who, of their own free will, tell others about this amazing casino where they have a lot of fun."

Outstanding service helps create guest advocates, Baird says. He offers the following tips to help casinos polish their service this holiday season and boost their number of guest advocates.

Appreciation. One of the most important elements of guest service is showing appreciation for the guest, Baird says. "They have a choice," Baird notes. "They can decide to spend their entertainment dollars at your property or at a variety of other places. Show appreciation and they will chose your property the next time they want to go out on the town."

Knowledge. It's critical that casino employees be knowledgeable about their job responsibilities and how they can better serve guests, according to Baird. "Be knowledgeable about what's happening around your casino so you can help guests when they have questions," Baird says. "Knowledge gives you the power to make things better for your property and your guests."

Entertainment. All casino employees are in the entertainment business, Baird notes. "You as an employee are part of the entertainment, as are the tables, the restaurant, the hotel and the lounge act," Baird says. "It really is easy to smile, be part of the show and entertain your customers. You're not just there to deliver drinks or to say keno. You're there as part of the entertainment. Help your guests have a great experience. Be an entertainer."

Intelligence. It takes intelligence to provide good service, Baird says. "You have to think about your guests and their needs so that you're ready to solve their problems or to just know what they want or need," Baird explains. "People who think as well as act help guests have an amazing experience."

Cleanliness. Baird suggests casinos take a lesson out of the Disney handbook and make cleanliness an integral part of guest service. "If your guests have a good experience but the casino is dirty, it will be difficult to get them to come back," Baird says.

Patience. Patience is absolutely necessary when it comes to providing stellar service, Baird says. "Many of your guests are older and have special needs," Baird notes. "Patience is particularly important with them. What can you do to remember how important it is to be patient with them? Customers may ask you for directions to the restroom or buffet 300 times a day. Just be patient, smile and help them."

Teamwork. One employee or a few employees cannot provide a great gaming experience because it's a team effort, according to Baird. "Every employee must pursue the goal of stellar customer service every day," Baird says. "If one employee fails to pull their weight, that's the employee who is remembered the most by the guest, the one the customer tells all their friends about."

Proactive. Casinos looking for ways to offer something a little extra in their guest service might try thinking and acting in a proactive manner, Baird says. "Great results can come from doing little things before you're asked to do them," Baird explains. "When you are proactive, you're thinking for the guest so they don't have to think for themselves. Being proactive could be as simple as wiping up a spill or giving a guest the inside track on what's great at the restaurant."

Consistency. Casinos must be consistent in the quality of their service because inconsistency is a killer, Baird says. "People want a consistent experience," Baird says. "Let's say I come to your property and the valet greets me with a cheerful, 'Good evening, how are you?' I'll expect the same treatment the next time I visit. If I come to your property, order my steak medium rare and it comes out perfect, I'll expect that same perfection every time. You and everyone else on the staff must have consistency in the exceptional service you provide."

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, by e-mail or via its Web sites at and

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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