Invest in Employee Training to Grow Your Casino
By Martin R. Baird
Lately, I’ve been hearing casino executives use the words “investment” and “expense” synonymously. They talk about investing in new amenities and they are willing to incur the expense in order to grow their property.
That is all well and good, but what about finding a place in the budget to invest in the casino’s employees so they can help the property grow, so they can help the casino improve its performance? Oops, that’s an expense, not an investment, right? Wrong!
Employees are the people who deliver the service that keeps guests coming back and training employees on how to provide stellar guest service is not an expense, it’s an investment.
One of the first casinos we did guest service consulting for quickly understood that the money they spent on training was an investment in their people and property. Most of this casino’s staff were tribal members with little guest service experience. As a matter of fact, some of the guest service expectations were the opposite of some of the tribe’s cultural beliefs.
Many casinos’ training departments are viewed as a money pit. Training is a necessary expense that they pay for because they “have to.” If you see training only as an expense, then either you don’t understand the potential return on investment or you’re doing the wrong training. Improving your people is one of the best investments you will ever make. It can pay a huge dividend and you now have an appreciating asset.
A good investment is like having a money tree. You know that once it’s planted and nurtured, it will consistently produce a good return.
People tend to make serious financial mistakes when they focus on the expense and don’t see the return. There are entire industries that have focused on expense only to be crushed by the competition. The first one that comes to mind for me is the United States automobile industry. They were so focused on costs, they ended up building cheap cars.
Spending and investing are critical to a casino’s success. And investing in your people is the best way to ensure a bright future. Grand buildings and breathtaking golf courses are great but it’s people that make the difference.
I was recently at a casino that was spectacularly beautiful inside and out. But it was almost empty. I was shocked at how few guests were at the property. I visited their competitor later that day. The competing casino was nice but not nearly as large and expensive. Nevertheless, it was packed! When I asked people why they were there, they said it was because they enjoyed the casino’s employees and the service they provided.
Spend. Invest. Improve. Expand. Grow. They’re all critical to success. But along the way, don’t forget that your people must be an equally important part of that formula.
Martin R. Baird is author of “Advocate Index™: An Operational Tool” and chief executive officer of Robinson & Associates, Inc., a customer service consulting firm for the gaming industry. Robinson & Associates helps casinos determine their Advocate Index, a number that indicates the extent to which properties have guests who are willing to be advocates, and then implements its Advocate Development System to help casinos create more guest advocates. The Advocate Development System uses the proven methodology of Advocate Index in combination with best business practices to chart a course for growth and profitability. More information about the Advocate Development System and Robinson and Associates is available at the company’s Web sites at www.advocatedevelopmentsystem.com and www.casinocustomerservice.com. A copy of “Advocate Index: An Operational Tool” may be obtained by calling 206-774-8856. Robinson & Associates may be reached by phone at 480-991-6420 or by e-mail at mbaird@casinocustomerservice.com. Based in Annapolis, Maryland, Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.