Several months ago, I wrote a Native American Casino column that focused on the small yet effective ways casinos can improve their guest service. This is always a popular topic with my readers and I’ve decided to give it another go this month.
 
There are two things I want casino management and employees to keep in mind as they read this column. First, the truism that it’s the little things that count is, well, true. The suggestions and thoughts you are about to read are not rocket science. My ideas are simple and easy to incorporate into a casino’s daily routine. But they work! It doesn’t get any better than that.
 
Second, while providing superior guest service is an admirable endeavor, it is not the ultimate goal. Providing great customer service is one of many ways to turn your guests into advocates for your property, and advocacy is what you want to create to assure future success. Surely you would be thrilled to learn that your guests, of their own free will and with no urging from you, are recommending your property to friends, relatives and colleagues. When guests do that, they put their reputation on the line and that makes them advocates for your casino. Wow your guests with outstanding service and you are on you way toward creating guest advocates.
OK, now some service-oriented ideas.
 
Do Your Best for Each and Every Guest. Each guest who comes to your property is expecting a great gaming experience. Guests want to have fun and know that they stand out and that they’re special. Casino employees – and managers, too -- need to make sure that each guest has a great experience, that each guest becomes an advocate. This is everyone’s priority any time they are at the casino.
 
Be Observant. It’s smart to observe guests, but don’t spy on them. Just watch and pay attention. By watching what they do and how they do it, employees have an opportunity to know what guests want before they ask. That’s high-level service. For example, if a guest puts down an empty glass at a machine, bring a refill. If someone can’t find the restroom, step forward and help them. That simple act of observation sets a casino apart from the competition and truly impresses guests.
 
Be Timely. Casino service needs to be provided in a timely manner. Guests only have a certain amount of time to play and employees should want to be sure every minute of it is spent at the casino where they work. The faster guests are served and the more quickly they get what they want, the more likely they are to stay. So whether an employee is bringing someone a drink while they’re on the casino floor, filling a guest’s machine or making a delivery to a hotel room, it’s very important that the employee be timely.
 
Acknowledge Your Guests. Casino guests want to be recognized by the property’s employees. They may not want their name yelled across the casino floor and they may not want casino employees to say hello in the grocery store, but guests do want to be recognized at the property. This makes them feel important and special. A nod of the head could be just the thing for one guest. For another, it could be remembering their name. Recognizing guests is one of those simple things that is greatly appreciated.
 
Create A Welcoming Atmosphere. Every casino guest is welcome. They’re welcome to play, eat, stay in the hotel and swing their clubs on the golf course. They should feel welcome, not out of place or uncomfortable. Casino employees should make their guests feel as welcome as an old friend.
 
Fake It If You Must. Even though you’re in a wonderful business – the entertainment business, the hospitality business and the gaming business – you still have to fake it sometimes. I know there are days when you are tired. You didn’t sleep well, you don’t feel wonderful and it’s raining. You don’t feel like smiling. On those days, you must knuckle down and fake it. Fake it until you can put a real smile on your face. Pretending to be in a good mood may actually turn into being in a good mood. Guests are sensitive to the attitude displayed by casino employees.
 
Watch Your Tone of Voice. The way you say something has a huge impact on what people hear. So be careful about your tone of voice as you interact with guests. Casinos are noisy. That’s why your voice needs to cut through, but in a calm, friendly, smiling and welcoming manner. The way you say words often has more impact than the words themselves. Your voice is telling a story, so make sure it tells a warm and happy story.
 
Have A “Yes I Can” Attitude. No matter what a guest wants, no matter when they want it and no matter which department is responsible, you need to have a “yes I can” attitude. Sure, the request may be outside your area of expertise and it may have nothing to do with your department, but you need to come through for your guest with a cheerful, “Yes, I can do that.” If you believe you can do anything for that guest, it will happen. And your guest will remember and appreciate your effort.
 
Now let’s put all this into perspective. Great guest service is important to individual employees and to the property as a whole. Think about the word “zero.” That’s the amount people tip when they get bad service. Why in the world should they give a tip if they don’t get the service they desire? You can’t blame them for that. Zero is the number of times the guest wants to come back and experience your property’s poor service yet again. If your service is lousy, you’ve failed to give the guest a reason to come back, and your property and your personal livelihood cannot afford that. Competition in the gaming industry is growing by the minute and there isn’t a single property that can say it doesn’t matter if it has good service.
 
But guests do come back when the service is great. They do tip better. And they just might become advocates for your property.

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.