Ellis Communications, Inc.

Boost Customer Service to A Level of Excellence
By Understanding Guests and Industry Competitors

            Casinos that understand they need to improve their customer service will be more successful in reaching that goal if they have a better understanding of their guests and other competitors in the entertainment industry.

            “Casinos need to understand that they cannot just talk about being in the entertainment business,” says Martin R. Baird, chief executive officer of Annapolis, Maryland-based Robinson & Associates, Inc., a customer service consulting firm for the gaming industry.  “They must provide a high-level experience to each and every guest that comes through their door.  And that level of service must be better than the experience guests can get at any other entertainment choice.”

Following are seven tips from Baird on what casinos need to know about guests and competitors.

Number 1 – Casinos must provide service that is superior to other entertainment venues because people spend more money at casinos.

Number 2 – Customers who spend $25 for tickets and snacks at a movie theater only to experience dirty premises and a lousy show will be disappointed, but they will return because the expense was minimal.

Number 3 – Chances are casino guests will spend far more than $25 and they will need an outstanding experience to make up for the money they will not be taking home.  Stellar customer service and an enjoyable experience will convince guests to come back.

Number 4 – It’s difficult for people to lose money and have nothing to show for it.

Number 5 – Actually, casino guests can take something home:  the memory of that casino’s great service.  Fail to deliver that kind of service and guests will tell lots of people about it.

Number 6 – Gaming is growing in popularity but don’t think for a minute that competing entertainment venues will sit back and watch their customers go to the casinos.  They’ll fight to get their customers back.  Some of that will be done with pricing, but many businesses will compete for casino guests by raising the

customer-service bar higher and higher.

Number 7 – Service will be a key factor for both customers and competitors.  Competing for a guest’s business is no longer about bigger casinos and resorts.

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.