Ellis Communications, Inc.

Casinos Cannot Afford to Make Guests Unhappy
And Lose Business Because of Poor Customer Service

            Ninety percent of guests who are unhappy with the service they receive at a casino will not return and most casinos won’t even know why they lost those guests as customers.

            “The average casino will hear nothing from 96 percent of unhappy guests who received poor service,” says Martin R. Baird, chief executive officer of Annapolis, Maryland-based Robinson & Associates, Inc.  “The obvious way to avoid this problem is to provide outstanding customer service in the first place.  Competition is so fierce in the gaming industry that casinos simply must focus on customer service to set themselves apart from the crowd and to keep guests coming back.”

Following are seven tips from Baird on how casinos can improve their customer service.

Number 1 – Employee titles are meaningless when it comes to providing service.  Everyone who works at a casino is in the guest-service business.  Each employee must view guests as an opportunity to make a lasting positive impression.

Number 2 – Make an impression by making eye contact with guests.  And be sure to have a cheerful look in your eye.

Number 3 – Listen when guests talk to you.  Listening shows you care.

Number 4 – Nonverbal communication that conveys a negative impression includes slouching, yawning, appearing angry, appearing bored and having a “whatever” attitude.

Number 5 – Nonverbal communication that conveys a positive impression includes smiling, looking approachable, being alert and showing pride in your job.

Number 6 – Stay up to date on what’s happening at the casino so you can answer guest questions with confidence.

Number 7 – Take a deep breath, focus and have a positive attitude on the job.

“It’s a fact that people will decide not to patronize a casino because of poor customer service,” Baird says.  “Casinos that fail to emphasize customer service may as well invite their guests to go somewhere else.  No casino can afford to do that.”

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.