Tiger Woods Offers Valuable Lesson on Creating Strong ROI from Casino Internal Improvement Programs, Says Robinson & Associates, Inc.

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Tiger Woods is a shining example of how casinos can generate a solid return on investment (ROI) from internal improvement programs aimed at boosting the property's performance and profits.

Tiger Woods is a shining example of how casinos can generate a solid return on investment (ROI) from internal improvement programs aimed at boosting the property's performance and profits, says Annapolis, Maryland-based Robinson and Associates, Inc. (http://www.advocatedevelopmentsystem.com)

"Tiger Woods has spent hundreds of hours practicing to get his game to the level where it is today," says Martin R. Baird, Robinson & Associates' chief executive officer. "He is the best golfer in the world, and sports experts predict he will be the first golf pro worth $1 billion. That is one amazing ROI from the effort he has put into the game. All casinos have to do is look at Tiger to see how to create their own strong ROI."

Baird offers the following insights on Tiger Woods and ROI.

Focus On Advocacy. Casinos first should concentrate on turning guests into advocates for their property, Baird says. "Guest advocates will generate growth down the line," Baird notes. "Advocacy is the way of the future."

Research Proves the Importance of Advocacy. Research published by Harvard University found that by tracking customer advocate levels, a business can arrive at a very high correlation to the future growth of the company, Baird says. "Researchers reported a correlation as high as 98 percent," Baird explains. "In gaming, it is in the
mid-80s, but that is still an amazing measurement tool. Advocacy has a high, measurable correlation to future growth."

Tiger Creates Fan Advocates. Tiger Woods is a fan advocate juggernaut, Baird says. "Tiger's ROI comes from more than lots of practice and his reputation as a fierce competitor," Baird notes. "He has a system that has created thousands of adoring fans. People stand five to eight deep just to see him putting on the practice green before a tournament round. You can't get anywhere near him when he is on the driving range because there are so many people. And they follow him like a human tide after he tees off. Tiger knows these fan advocates demand his best effort and he gives it to them in spades. That contributes to the driving force that makes him so successful."

Give Casino Guests What They Demand. "Casino guests demand an outstanding gaming experience," Baird says. "Give it to them in spades like Tiger and you will have your own driving force that will create ever increasing numbers of guest advocates. That will translate into growth and an ROI that can actually be measured."

What Can Casinos Do to Create Advocates? "What are casinos doing to make sure people stand five to eight deep at their tables, even if their property isn't the biggest or best in the area?" Baird asks. "What are casinos doing to make the gaming experience better today so they keep player excitement alive at their property even if the competition wins a few rounds?"

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

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