Casinos Often Measure the Wrong Thing As They Calculate Return On Investment from Internal Improvements, Says Robinson & Associates, Inc.

Casinos typically measure the wrong thing when they try to determine the return on investment they make in internal improvements designed to boost revenues, but there is a solution to the ROI problem.

Annapolis, MD (PRWEB) July 5, 2007 -- Casinos typically measure the wrong thing when they try to determine the return on investment they make in internal improvements designed to boost revenues, but there is a solution to the ROI problem, says Robinson & Associates, Inc., (http://www.advocatedevelopmentsystem.com) a customer service consulting firm to the gaming industry.

Martin R. Baird, chief executive officer of Robinson & Associates, offers the following tip about casinos and ROI.   

Tip:

"Slots managers claim that improved casino performance is the result of a new mix of gaming machines," Baird says. "Better guest service can lead to higher profits, but how can that be measured? It isn't the result of internal changes, but the chief executive officer often attributes higher revenue to the area's growing economy. Weather - good or bad - has been pointed to as the source of increased revenue during the past quarter. But the only true ROI on internal improvement comes from creating guest and employee advocates and measuring how many the casino has. The more it has, the more successful the property will be."

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 at mbaird(at)casinocustomerservice.com or via its Web sites at www.advocatedevelopmentsystem.com and www.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.advocatedevelopmentsystem.com
http://www.casinocustomerservice.com
480-991-6420

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