Four Critical Elements of Effective Casino Customer Service Training are Announced by Robinson & Associates

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Robinson & Associates announces four elements of highly effective casino customer service training and outlines why each is important to the future success of gaming properties.

Improving casinos customer service for almost 20 years!

Casino Customer Service

Smart casino executives understand that they need to improve their customer service and that they need quality training to achieve that goal.

Robinson & Associates, Inc., today released a list of four elements of highly effective casino customer service training that can help casinos compete and succeed in today’s challenging economy.

“Smart casino executives understand that they need to improve their customer service and that they need quality training to achieve that goal,” says Martin R. Baird, chief executive officer of Robinson & Associates, a guest service consulting firm to the global gaming industry. “I’ve learned a lot about improving customer service from nearly 20 years of helping the gaming industry. The following four elements of effective training will set casinos on the right path to creating a customer service culture and reaping the rewards.”

No. 1 – Change is Difficult

Human beings do not quickly accept change unless they experience a major event or have some other good reason to change, Baird says, adding that developing a service culture among employees won’t happen quickly or easily.

“Developing a guest service culture is an evolutionary process,” Baird says. “Some casinos think they can change their people by marching them through a three-hour orientation or training session. Wrong! Change takes a high level of repetition and it needs to be of interest to those on the receiving end. Casinos must identify what will motivate employees to perform the desired behaviors.”

No. 2 – It Starts With Hiring, But That Is Not Enough

All casinos work hard to hire the very best candidates to fill job openings, but that is just the beginning because the even best of the best still need improvement, Baird explains.

“Look at the amount of time and energy your casino spends hiring people,” Baird suggests. “Now look at what it would take to turn your employees into truly great guest service ambassadors. It’s much better to invest in training than it is to throw money out the window hiring people and then firing them for not providing the level of guest service that will allow you to compete.”

No. 3 – All Training Is Not Created Equal

Casino employees are inspired to provide great service when interesting and engaging training is provided by facilitators who understand the gaming industry, Baird says.

“Learning 101 dictates that people learn when they say it and do it,” Baird notes. “Unless you’re trying to teach your employees how to sleep, the training needs to have more interest. People retain new information the least when all they do is listen to a lecture. Invest in training that makes the experience exciting. Invest in training that encourages participation.”

The trainers need to know the industry, Baird says. “They should understand that most gaming employees only make money when they offer their guests a great experience,” Baird says. “I’ve heard hundreds of stories about casino employees getting tips from people who were losing money. Employees know that they will not always be compensated for their efforts. But they know they will win over time if they put in a consistent effort. Good training gives them the skills they need to make that effort.”

Audition prospective trainers to make sure the casino provides the best solution for its guest service needs, Baird adds.

No. 4 – The Fun Factor

Because they are in the entertainment business, it’s important for casinos to understand that customer service training also needs to be fun and entertaining, Baird says.

“Think for a moment about children and their ability to watch cartoons for hours,” Baird suggests. “They smile and laugh. They’re riveted to the TV. If you asked them to tell you about the cartoons, they would remember them in vivid detail. The reason these children remember is because of the fun factor. Learning IS fun and casinos that start customer service training with that premise will increase both retention and application.”

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 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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