By the time a casino customer complains on Facebook, it’s too late to do service recovery.
Boise, Idaho (PRWEB) September 19, 2012
Gaming properties that don’t provide stellar casino customer service can get publically hammered on social media sites because electronic communications over the Internet has disrupted the traditional customer feedback loop, Robinson & Associates, Inc., Chief Executive Officer Martin R. Baird announced during a Sept. 17 interview on CEM Audio Edge, an online radio program produced by Casino Enterprise Management.
Those interested in hearing the interview can play the audio here.
Casino customers are griping about poor customer service via social media sites instead of complaining directly to casino managers and supervisors, Baird said on CEM Audio Edge’s “Marketing Matters” show. Before social media and other online electronic communications, casino customers followed the traditional customer feedback loop by giving feedback about their poor gaming experience immediately while they were on the premises, he noted. “Casinos need to get back to the real-time customer feedback solution,” Baird said. “They need to get to the point where it’s easier to share directly with them than it is with social media.”
Casinos can use existing technology to get ahead of the curve with social media and electronic communications that is exploding globally, Baird noted. “As recently as 1993, only 1 percent of two-way telecommunications went through the Internet,” Baird said. “By 2000, it was 51 percent. Now it’s 97 percent.” Negative posts about casinos on social media sites create a gap in time between when the problem occurs and a casino’s ability to correct the problem, Baird said. “What’s happening on social media is lagging,” Baird said. “By the time it’s on Facebook, it’s too late really to do service recovery. You can still do some but it would be much better if they (casinos) knew in real time.”
During the interview, Baird discussed the changes social media has created the past few years, why casinos need to pay attention to these changes, situations in which casinos can be affected by customers voicing their opinions online about their gaming experience, the importance of customer feedback, the futility of comment cards and customer surveys plus more.
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.