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Casino Executives Can Learn A Lesson from Physics;
When Customer Service Starts At the Top, It Rolls Downhill

            Great guest service rolls downhill.

            Yes, the law of gravity applies to casinos that are serious about guest service, says Martin R. Baird, chief executive officer of Annapolis, Maryland-based Robinson & Associates, Inc..  

            “More and more casinos are beginning to realize they set themselves apart from the competition when they give their guests an outstanding experience by providing the best in customer service,” Baird says.  “Highly successful casinos know something even more important – a commitment to guest service must start at the highest level and roll down through all the ranks of employees.”

Following are five tips from Baird on how casinos can apply a little physics to make their customers happy.

Number 1 – Casinos that have truly great guest service make sure it starts at the very top of senior management.  They take steps to ensure all employees are aware of this high-level commitment.

Number 2 – When employees are expected to go through service training, the lessons are much easier to learn when they see the casino’s executives leading the

guest-service charge.

Number 3 – Follow up training with a recognition and incentive program to encourage employees to embrace the new behaviors expected of them.  This is an additional indication of management’s commitment to service.

Number 4 – When employees see their general manager smiling, greeting guests and picking up trash, they know they need to conduct themselves in the same manner.

Number 5 – When everyone in the casino works together to create a great experience, guests take notice.  They appreciate those efforts.

Robinson & Associates, Inc., is a global customer service consulting firm for the gaming industry.  It helps casinos determine their Advocate Index, a number that indicates the extent to which properties have guests who are willing to be advocates.  The company then implements its Advocate Development System in combination with the proven methodology of Advocate Index and best business practices to help casinos create more guest advocates and chart a course for growth and profitability.  Robinson & Associates may be reached by phone at 480-991-6420, by e-mail at mbaird@casinocustomerservice.com or via its Web sites at www.advocatedevelopmentsystem.com and www.casinocustomerservice.com.   

Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.