Stellar Casino Customer Service Can Boost Properties’ Revenues By Generating Guest Referrals

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Tough economic times require a new point of view – casino customers are more than players spending money, they are potential referrals that can generate new revenue streams. Robinson & Associates, Inc., shares guidelines for creating casino guest referrals.

Improving casinos customer service for almost 20 years!

Casino Customer Service

Robinson & Associates, Inc., today announced guidelines that use casino customer service to leverage guest referrals into new revenue streams.

“In today’s challenging economic times, it’s no secret casinos need a boost to the bottom line now more than ever,” says Martin R. Baird, chief executive officer of Robinson & Associates, a guest service consulting firm to the global gaming industry. “They can accomplish that goal by giving serious thought to something that probably never comes to mind – referrals.

“Referrals are a gold mine for any commercial enterprise. They are a source of new money, and the business doesn’t need to do anything because customers make referrals without being asked. There’s no reason casinos shouldn’t have referrals just like a restaurant or a hardware store.”

Employees can give their property a shot in the arm by looking at casino guests in a different way, according to Baird. Casino customers at table games and slots are more than a source of income, he says. They are a potential source of new revenue streams

Robinson & Associates announced the following referral-generation guidelines for casinos.

Generate Referrals By Creating Fun. Those who patronize casinos don’t have to win every time in order to enjoy themselves, Baird says. “They don’t have to walk out with fatter wallets in order to consider their time and money well spent,” Baird notes. “If they had a great time, if they had fun at the machines and tables, they probably will come back and that’s repeat business. They are more likely to tell friends they should go to a particular casino and play and that’s a referral that may generate new business.”

Extend the Fun to All Areas of the Casino. Casino guests don’t have to win at all to have a good time, according to Baird. “Make sure guests enjoy their meal at the buffet,” Baird says. “Make sure they enjoy the golf course and that they receive nothing less than impeccable service at the resort. Make sure they have a whopping good time at the shows. Make all aspects of the casino enjoyable.”

View the Word ‘Win’ from A Different Perspective. “It’s not about how often guests win, it’s about winning guests over, winning their respect and admiration,” Baird says. “The gaming experience is a package deal and employees help deliver the goods.”

Get Out of the Sales Mindset. Some people equate referral generation with salesmanship and there are few people who like sales, Baird points out. “Instead, think of it as a referral mindset,” Baird says. “Interact with every guest as if the sole purpose of that contact is to generate a referral. The employee who does this is not a sales person, he is a service person.”

Urge Employees to Become Entrepreneurial. Casino employees need to show a little entrepreneurial spirit and think of the casino as their own company, Baird suggests. “If they owned the casino and its success depended entirely on how well they took care of their customers, every customer would get red-carpet treatment,” Baird says. “If employees owned the casino, they likely would understand that it is far easier to get new and ongoing business from referred customers than it is from customers generated by marketing.

Teach Employees A Little Business Sense. “Casino employees should understand that referrals help keep marketing expenditures under control and that helps the bottom line,” Baird says. “They also should understand that referrals create a self-perpetuating cycle in which referred customers become satisfied customers who make their own referrals. Finally, employees must realize that not every guest will be a patron for life but that referrals keep the pipeline open.”

“Employees don’t own their casinos, of course, but if they help management run the property like other businesses and create referrals, then foot traffic should pick up, tips should increase, revenue should improve and everyone will be better off,” Baird says.

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. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.

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