14 ABCs of Casino Customer Service Training Announced By Robinson & Associates

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Robinson & Associates announces 14 words that start with the letters A, B or C and why they should be part of casino customer service training.

Improving casinos customer service for almost 20 years!

Casino Customer Service

The lessons these 14 words offer should help casino employees do a better job of taking care of the most important people who walk through a casino’s door – the guests.

Robinson & Associates, Inc., turned to the alphabet for inspiration and today announced 14 words that start with the letters A, B or C and why they should play an important role in casino customer service training.

“I’m sure every casino executive in the country can recite the alphabet,” says Martin R. Baird, chief executive officer of Robinson & Associates, a guest service consulting firm to the global gaming industry. “But I’m most interested in helping them understand that they need to work the ABCs of great customer service into their employee training.

“Our company has come up with 14 words that represent important aspects of stellar customer service. The lessons these words offer should help casino employees do a better job of taking care of the most important people who walk through a casino’s door – the guests.”

Letter A – Appreciation, Attention and Awareness

“These three simple things should be top of mind for casino employees as they go about their day and provide guests with the service they deserve,” Baird says.

Appreciation. One of the most important elements of guest service is showing appreciation for the guest, according to Baird. “If a guest chooses a particular property and doesn’t feel appreciated for the decision they made, most likely the guest will not return,” Baird says “They’ll spend their time and money elsewhere.”

Attention. “Attention is something everyone wants,” Baird says. “Giving the guest personal attention could mean just smiling and walking by because that’s what the guest prefers. It could mean using their name or remembering what they like to drink or how they like a sandwich. This tells them that casino employees care about them and want them to come back.”

Awareness. “Guest service is based on awareness,” Baird says. “Employees must be aware of guests – their facial expressions, the way they sit and what they’re doing. By being aware of those things, employees put themselves in a position to help their customers.”

Letter B – Believe, Be Prepared, Best and Better

“These little gems will give casinos a leg up on the competition by helping them provide stellar guest service,” Baird says.

Believe. “You need to believe that the guest you’re talking to and you’re interacting with is the most important person on your property at that given moment,” Baird notes. “If you don’t, the guest will know it. Believe in what you do because when you believe in the importance of guest service, it shows.”

Be Prepared. “When it comes to helping guests have a better experience, one of the problems gaming employees run into is their own lack of preparation,” Baird points out. “They haven’t thought about the different wants, needs and desires of their guests at any given moment. They haven’t put any real thought into making sure that each guest has a great experience. Be prepared! That may mean showing up for work 15 minutes early so you’re ready when your shift starts. Study the restaurant’s menu, familiarize yourself with that day’s specials and be aware of new shows or promotions.”

Best. “You should want to be the best,” Baird says. “You should strive to be better than just good. Give it all you’ve got whenever you’re at work, because on the property you’re part of the entertainment. You are on duty 100 percent of the time.”

Better. There’s best and then there’s better, according to Baird. “I don’t know anyone who always achieves his or her best, so that means all of us can always do better,” Baird notes. “Casino employees should make a habit of finding ways to do their jobs better.”

Letter C – Cha-Ching, Challenge, Communication, Confidence, Consistency, Cool, Courtesy

“Casino guest service can be challenging, but it’s fun when it’s done right and it can mean money in the pockets of casino employees,” Baird says. “Guest service also relies heavily on communication, confidence, consistency and courtesy.”

Cha-Ching. “When you provide great guest service, it means money in your pocket,” Baird notes. “Guests are willing to pay for a great experience. After all, they’re visiting your property to be entertained and have fun. You are compensated for being part of the entertainment.”

Challenge. “Guest service can be extremely challenging,” Baird says. “Dealing with these challenges is not easy. See them as an opportunity to provide better service, as an opportunity for you to show your property in the best possible light and help even the most challenging guests have a great experience.”

Communication. “Many times, guests believe they did not receive good service because of poor communication,” Baird says. “If there had been better communication up front on the part of the employee – more questions asked, more listening – the whole process might have gone more smoothly and the guest probably would have walked out feeling like they had been heard and appreciated.”

Confidence. People who provide great guest service do so with confidence, according to Baird. “Smile, make eye contact and know you’re going to help a guest in any way you possibly can,” Baird says. “When a guest sees that, they let down some of their defenses. They want to be helped, so be confident in the service you provide and the way you provide it.”

Consistency. “Put this word in capital letters and underline it because inconsistency is a killer,” Baird points out. “People want a consistent experience. 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.”

Courtesy. “We could all stand to brush up on our courtesy skills,” Baird says. “It’s your job to say simple things like ‘please’ and ‘thank you.’ Don’t just look and point but actually get involved with guests. Be courteous by tending to their needs.”

About Robinson & Associates

For nearly 20 years, Robinson & Associates, Inc., has been dedicated to helping casinos improve their guest service so they can compete and generate future growth and profitability. A Boise, Idaho-based consulting firm to the global gaming industry, Robinson & Associates is the world leader in casino guest experience measurement and improvement. For more information, visit the company’s Web site at http://www.casinocustomerservice.com or contact Lydia Baird, director of business development, at 208-991-2037 or lbaird(at)raresults(dot)com. Read about casino customer service improvement at Martin R. Baird’s blog at http://www.mbaird.blog.com. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.


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