Casino Mystery Shopping Alternative Announced Today by Casino Consultants Robinson & Associates, Inc.

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Casino consultants Robinson & Associates, Inc. announced today they have launched a casino mystery shopping alternative. Simply Share allows casino guests to share their gaming experience with the casino in real time.

Simply Share

Our mystery shopping alternative – Simply Share – allows casino guests to share feedback about their experience in real time. Casinos get feedback now, not days later.

Casino mystery shoppers have been used since the early days of gaming because casino executives want reports on what is happening when they are not on the floor. Now there’s an alternative. Casino consultants Robinson & Associates, Inc., today announced Simply Share, which allows casino guests to share their gaming experience with the casino in real time, not days later.

“Casino mystery shoppers offer a very valuable service to casinos,” said Martin R. Baird, chief executive officer of Robinson & Associates, a casino consulting firm to the global gaming industry. “The challenge is shoppers are not there every day to report what they see and experience, but guests are. Simply Share allows guests to share their experience with the casino team at any time, day or night.”

Simply Share uses smartphone technology to make it as easy as “see it, scan it, share it” for guests to let executives know about the quality of the property’s casino customer service, Baird said.

“We continue to offer casino mystery shopping to our clients, but Simply Share offers casinos a way to collect additional data and feedback,” Baird noted. “Casino comment cards are a waste of time and money because guests don’t fill them out. But making it easy to share casino customer feedback increases response rates.”

If casino mystery shoppers are on a property for four to10 days out of the quarter, what happens the rest of the time, Baird asks, noting that researchers always want more data points to make intelligent and informed decisions. “If a casino generates 20 real-time comments per day using Simply Share, it will have a much more accurate picture of what is happening on the floor,” he said.

“With more than 20 years of being casino consultants, we have seen the role of casino mystery shoppers grow. Mystery shopper scores are now used for everything from bonuses to department restructuring. With the feedback being that important, it’s time to look at using new tools and technology to know what guests are really thinking and feeling.”

With Simply Share, casino guests see signs or posters that ask them to use their smartphones to share their experience with the executive team. “People are more comfortable tweeting or posting a review online from their phones than they are filling out traditional comment cards,” Baird explained. “We created Simply Share so guests can share with the casino team in real time in a way that is comfortable for them.”

Custom QR tags are created for the casino and are placed in different departments so guests can easily share their casino customer service experience by scanning the tag and submitting feedback from their phone. “We work with our clients to create a wide variety of tools that encourage guests to share,” Baird said. “These include posters, table tents and business cards, to name a few. We know that the more places and times that a casino asks for feedback, the more responses it will receive.”

More and more casinos are actively engaging their guests now because over the last few years, casinos that were slow to engage found themselves coping with negative casino reviews on social media sites such as Yelp, Google+ and TripAdvisor, Baird noted. Executive leaders are beginning to understand that proactive is much better than reactive when it comes to measuring, managing and improving casino customer service, Baird added.

“The casino business is changing and increased casino competition means that casinos are going to need to quickly embrace new technology to provide exceptional casino customer service,” Baird said. “Simply Share is a tool to supplement casino mystery shopping and give casinos the information they need to make informed and educated decisions.”

About Robinson & Associates, Inc.

Martin R. Baird is a casino consultant and chief executive officer of Robinson & Associates, Inc. For 20 years, Robinson & Associates has been dedicated to helping casinos improve their guest service so they can compete and generate future growth and profitability. A Boise, Idaho-based casino consulting firm to the global gaming industry, Robinson & Associates is the world leader in casino guest experience measurement, management and improvement. Recently, it announced Simply Share, a real-time customer feedback platform that makes it fast and easy for casino customers to share their experience directly with casinos instead of posting comments online at social media sites.

For more information, visit the company’s Web site at or contact Lydia Baird, director of business development, at 208-991-2037 or lbaird(at)raresults(dot)com. Read about a variety of topics at Martin Baird’s blog at, including casino-related articles, casino customer service training, mystery shopping, casino reputation measurement, casino training, service gap analysis and more. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.

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