Reputation matters! A negative Internet review can harm a casino’s reputation, lower its position in search engine rankings and drive away guests looking for an entertainment option.
Boise, Idaho (PRWEB) May 29, 2013
Google and other search engines lower casinos’ rankings when negative customer comments appear on Internet review websites and that causes casinos’ online reputation to suffer, Martin R. Baird, chief executive officer of Robinson & Associates, Inc., announced today in a special report on the importance of gaming properties’ reputation.
“Our report titled ‘5 Tested Reasons Why Reputation is More Valuable Than Marketing’ is aimed at opening casino management's eyes to the role of the Internet customer review,” Baird says. “A high percentage of Internet users give great weight to the opinion expressed in online reviews. Patrons pay much less attention to casino marketing, particularly advertising.”
To request a copy of the report, click here.
This is important news because much of what casino management believed to be true of their advertising efforts has turned out to be wrong, according to Baird. "Even if they sensed the truth before, they have no idea how pervasive the online review's influence is,” Baird notes. “As famed investment guru Warren Buffett once said, ‘It takes 20 years to build a reputation and five minutes to ruin it.’”
A high percentage of Internet users believe in the credibility of casino reviews as they appear on review sites, Baird says. “Conversely, Internet users are rather dismissive of casino advertising campaigns,” Baird adds. “The reviews are left by actual patrons of casinos who feel compelled by the service or product to write a review.”
Baird makes additional points as follows.
Reputation and the Google Search – Look Out! There are reasons why a casino's reputation is more important than management's advertising efforts, Baird says. “For one, Google uses the reputation in search engine rankings,” Baird says. “That's right. A rankled patron, even an adversary, can write a review and greatly influence a casino's reputation and subsequent Google ranking.
“The lower a casino is ranked, the more difficult it is to find. We all know Google is the default tool that people use when it comes to locating things. That means when guests look for information about gaming, casinos, entertainment, restaurants or weekend getaways, gaming companies want to be found as high up as possible and as often as possible in Google searches.”
Negative feedback is difficult to overcome. Negative feedback drives patrons away from a casino, according to Baird. “If casinos think they can sidestep this problem by paying for positive reviews, they should think again,” Baird notes. “Purchasing of several positive reviews is detected by Google's search bots and disregarded. Google discounts reviews when they arrive in unusually high numbers."
“If a casino usually gets 1.7 reviews per month and it tries adding three, the search engines could reject all of them because there were too many reviews.”
Honest assessments do offer a bright spot. Many online comments are honest assessments of the casino and they can point to steps casinos can take to improve, Baird says. “The failings a reviewer complains about may actually measure a casino's success, providing it with a marker from which to continue to improve,” Baird explains. “If there’s a pattern to the comments, the casino has an opportunity to address real guest issues and concerns.”
Martin R. Baird is a casino consultant and chief executive officer of Robinson & Associates, Inc., a guest service consulting firm to the global gaming industry. For 20 years, Robinson & Associates 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, management and improvement. Recently, it announced Simply Share, real-time customer feedback platform that makes it fast and easy for casino customers to share their experience directly with casinos instead of posting comments online at social media sites.
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. Read about casino customer service improvement at Martin Baird’s blog at http://www.mbaird.blog.com. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.