Boise, Idaho (PRWEB) June 04, 2012
It’s time for casinos to take the bite out of uncomplimentary guest postings at Yelp, Twitter, Facebook and other social media sites. Casinos frustrated with the competitive disadvantage of being the last to know about customer problems now can have real-time customer feedback thanks to Simply Share, a new customer feedback platform announced today by Robinson & Associates, Inc.
Thanks to social media, casino guests are sharing their grievances with the world but not with the casino, says Martin R. Baird, chief executive officer of Robinson & Associates, a consulting firm to the global gaming industry. “A dissatisfied guest will tell nine to 15 people about an unpleasant experience at a casino and some will tell as many as 20 other people,” Baird says. “Yelp, Twitter and Facebook give guests the ability to spread their rants to thousands of people just moments after they become unhappy about something.
“Simply Share’s technology platform changes all that. It makes it fast and easy for guests to share directly with the casino in real time, and valuable feedback is critical to succeeding in a troubled economy. Also, there is no expensive hardware or software for the casino to purchase. Customers’ smartphones and our cloud-based platform are all that’s required.”
Simply Share is an ideal fit in many areas of the casino resort, including the hotel, restaurants, golf course, valet and spa, to name a few, according to Baird. “We have been helping resorts, hotels and casinos for almost 20 years and we see this as a great solution in many areas on the property,” Baird says.
Simply Share is an online service in which customers use their smartphone to scan a special bar code, take a brief and simple survey that appears on their phone’s screen and instantly submit their feedback and comments. Customers type or use speech-to-text software on their phone and then transmit their feedback by touching a “submit” button. Bar codes that the guests scan can be placed in the hotel room, near the register in the spa or in restaurants on the tables.
Customers are more likely to communicate immediately with the casino because the survey is short and easy, Baird says. “The data customers generate is pertinent because the questions are crafted to address key elements of outstanding guest service,” Baird notes. “And guests can easily submit comments that provide added value to the data. This helps casinos better understand what customers like, don’t like and want to see improved.”
A low score generated by customer feedback generates a live alert that can be quickly acted upon. Survey results are available from the cloud on any device with an Internet connection.
The new service offers many advantages, Baird says, including increased guest retention and repeat purchases, improved guest satisfaction, long-term customer relationships and positive word-of-mouth advertising. Casinos save money because there are no printing, mailing or data-entry costs associated with paper-based satisfaction surveys and comment cards. Lower paper consumption also is good for the environment. Casinos save time because there is no time spent waiting for feedback results. Simply Share also is the solution to problems such as typically low response rates to lengthy surveys, ineffective questions that often appear on surveys, low-value feedback and inaccurate data.
Simply Share weds smartphone technology with extensive customer satisfaction research published by Harvard to help casinos measure, manage and improve their guests’ experience. The research spanned 10 years and involved more than 4,000 customers in 14 industries.
“Many casinos and resorts use mystery shoppers to collect feedback and they serve a very valuable role,” Baird says. “But mystery shoppers are not real customers and they are not spending their own hard-earned money. Shoppers can evaluate how well employees meet specific performance standards, but they can’t explain what real customers think and feel. Simply Share provides the conduit for real guests to share feedback in real time so casinos can make real improvements.”
For nearly 20 years, Robinson & Associates, Inc., has been dedicated to helping casinos, resorts and restaurants improve their guest experience 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, management 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.