Ellis Communications, Inc.

Casino Chief Financial Officers Can Cut Costs, Forecast Revenues
By Focusing On Guest and Employee Advocates

            Casino chief financial officers can accomplish two major goals – cost reduction and accurate revenue forecasting – by eliminating satisfaction surveys and replacing them with an index that measures advocacy.

The following tip is provided by Robinson & Associates, Inc., a customer service consulting firm to the gaming industry.

            Tip:

“Casinos should stop spending money on guest and employee satisfaction surveys because research published in the Harvard Business Review shows there is no correlation between satisfaction and the future growth of a business.  Satisfaction is too fickle a measurement tool to be useful.

“What a casino needs is a guest and employee Advocate Index score™.  Advocates create repeat and new business, and the degree to which a casino has advocates can be measured and expressed as an index..  Because advocacy has a high correlation to growth, the index can be used to forecast a casino’s revenues.  And the index can pay for itself over time.”

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.