Positive casino reviews are playing an increasingly important role in casino marketing.
Boise, Idaho (PRWEB) February 05, 2014
Casino marketing executives are searching for ways to generate more positive casino reviews for their property at social media sites such as Yelp and TripAdvisor and Robinson & Associates, Inc., today announced four tips for making that happen.
“Most casinos don’t make a great first impression through casino reviews,” said Martin R. Baird, chief executive officer of Robinson & Associates, a casino consulting firm to the global gaming industry. “The reviews are often very negative. Research found that 46 percent of people use review sites to rant about a negative experience. This means casinos need to actively generate more positive reviews in order to paint a better picture for potential new guests.”
Baird offered the following tips for creating positive reviews.
Make Feedback Extremely Easy for Casino Guests. Casinos should make it easier for guests to share their thoughts with the property than it is to share with a review site, Baird said.
“The technology exists to create a real-time feedback platform that replaces antiquated comment cards,” Baird said. “This encourages people to share their thoughts with the casino because providing feedback is so easy. It’s easy because guests use their own iPad or smartphone on the casino floor to provide the feedback.”
Fast Service Recovery Can Generate Positive Reviews. Casinos must never make guests mad and then force them to wait for four to six weeks for a response to a comment card they filled out, Baird said.
“A feedback platform such as this would be highly responsive and that gives the casino an opportunity for real-time service recovery while the guest is still on the premises,” Baird noted. “Research shows if a problem is handled quickly, guests come back more often and tell friends how great the casino is at correcting issues. Quick resolution of a problem can result in posting of a positive review. Real-time service recovery can turn a negative into a positive.”
Easy Real-Time Feedback Encourages More Sharing. The more customer feedback a casino has the better and a real-time feedback platform encourages more people to share, Baird said.
“When you get 100 people sharing with your casino directly each month, you can identify issues as well as celebrate success,” Baird explained. “Positive reviews come in two forms – a review about a wonderful gaming experience and a review posted by a happy guest whose problem was quickly resolved. Casinos need as many customers as possible sharing their thoughts and the kind of platform I have described can make that happen.”
Feedback Platform Can Route Positive Comments to Social Media Sites. Casinos can use the feedback platform to intelligently route people to sites like Yelp or Google+, Baird said.
“This allows customers to use their own iPad or smartphone to post a review about their great experience,” Baird noted. “Guests share their thoughts with the casino and then they have the opportunity to broadcast to the world. By encouraging guests to share more, you generate more positive reviews.”
Google is now using reviews as part of its algorithm for ranking websites in search results, Baird said. “Yes, this means that if a casino has more rating stars on a review site, it will also show up higher in the search. More positive reviews will mean better rankings and that means more potential guests see your casino.”
However, Baird offered a word of caution about a customer-feedback practice that can get casinos blackballed from important review sites.
“Here’s how it works,” Baird said. “A casino employee takes an iPad onto the casino floor and walks around asking guests to use it to share their experience on Yelp or TripAdvisor. Obviously, these are positive experiences.
“This sounds like a great idea but it is not! Review sites have sophisticated systems. The people who operate the sites know when the site receives too many reviews from the same IP address, such as the IP address of an iPad carried by a casino employee, and that’s a red flag. If they get a few reviews, they may just not publish those. If they get too many, they may think your casino is trying to game the system and block your property from future posts.”
Martin R. Baird is a casino consultant and chief executive officer of Robinson & Associates, Inc. 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 casino 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, a 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://casinocustomerservice.com/train_the_trainer.htm or contact Lydia Baird, director of business development, at 208-991-2037 or lbaird(at)raresults(dot)com. Read about a variety of topics at Martin Baird’s blog at http://casinocustomerservice.com/casino_news.htm/, including casino-related articles, casino customer service training, mystery shopping, casino reputation measurement, casino training, service gap analysis and more. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.