Intelligent casino executives know that no matter what else is going on in the world, their guests always want one thing: a great gaming experience.
Boise, ID (PRWEB) October 09, 2012
After announcing four elements of effective casino customer service training in September, Robinson & Associates, Inc., today released a list of three additional elements that casinos can use to make sure their employees are receiving the best training possible.
“I can’t walk into a casino without encountering a stream of management questions related to customer service,” says Martin R. Baird, chief executive officer of Robinson & Associates, a guest service consulting firm to the global gaming industry. “They want to know how they can improve their customer service, how they can make their guest service training work and how they can build a long-term customer service solution.
“Casino executives who ask these questions are on to something. They know that no matter what else is going on in the world, their guests always want one thing: a great gaming experience. The following three elements, combined with the four we announced in September, will provide answers to their questions.”
No. 1 – It’s An Investment
Training can cost a significant amount of money, but casinos must view training as an investment, Baird says.
“Studies show that most employees want to be recognized and appreciated and that they rank these two items much higher than pay,” Baird notes. “By investing in your employees with training, you’re recognizing them and showing appreciation. You’re telling them and showing them that they are important to your success and that you want to enhance their value. If done correctly, you’re also giving them tools they can use to make more money the next time they start their shift.”
There’s another investment to consider, Baird says. “Improved service and a better gaming experience can increase your property’s play and, ultimately, its profits because those factors encourage guests to come back,” Baird explains. “It can be eight to 10 times more expensive to get a guest to visit once than it is to get them to return.”
No. 2 – Start With An Accurate Perspective
Many gaming venues don’t know what their guests want and that makes it virtually impossible to improve service, Baird says.
“Creating a guest service culture at your casino involves change and in order to start that very challenging process of change, you need to have an accurate, unbiased view of where you are today,” Baird says. “You need to know what your guests really see and think. An insider’s point of view is not nearly enough. Do a 360-degree evaluation so you see things from the guest’s perspective, from management’s viewpoint and from the employees’ standpoint. If you don’t start with this perspective, you are doing training or trying to improve service based on fiction.”
No. 3 – There’s No Such Thing As the Guest Service Gene
Good customer service is not born, it’s built over time with great training, Baird says.
“The few casino employees who provide great service naturally simply see how great service works, and they like the way it makes them feel when they help a guest,” Baird points out. “But most people are not so blessed. If they’re not born with the guest service gene, you need to provide training that’s fun and interactive. You need to offer training that shows them that they and your company will be rewarded if they adopt these new, better behaviors. I’m talking about learned skills that are an investment in your employees’ future.”
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.