 |  Customer Retention, Casino Guest Service Go Hand In Hand
14 Feb 2005
Customer retention is
important to all casinos. One way to boost retention is to provide
quality guest service.
Its far more efficient
for casinos to give their guests a reason to come back again and
again and great service will help accomplish that, says Martin R.
Baird, chief executive officer of Annapolis, Md.-based Robinson
& Associates, Inc., a guest-service consulting firm for the
gaming industry. The alternative is to lose guests to the
competition and constantly struggle to attract new guests to
replace them. That doesnt even make sense.
Bairds new book, Gaming Guest Service from A to Z uses the alphabet
to explore important words to help gaming executives, managers and
employees understand how critically important outstanding guest
service is and how to provide it. The book has all the letters of
the alphabet and each letter has a series of words that give
insight on how to provide great guest service.
The following are helpful tips excerpted from the books section on
the letter R.
Retention. Guest retention is
extremely important to a propertys overall success. The longer
guests stay and the more often they come back, the more likely a
property will be profitable and successful. When you provide great
service, you are helping your property retain its guests. They will
want to come back and that is what its all about.
Recognition. Great service generates recognition. Youll
hear people say, Hey, you ought to talk to Mary over there. Shes
great. Or you might hear someone say, If you want to play, go to
Bills table. Hes fun. This actually happens. That recognition is
great for you and its great for the property.
Recognize. Players want to be recognized. They may not want you to
yell their name across the casino floor or say hello to them in the
grocery store. They do want to be recognized at the property
because it 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
things that is greatly appreciated.
Respect.
Your guests and co-workers want and deserve respect. Now does that
mean they will always respect you? I wish it did, but it doesnt.
Still, we all need to respect each other. The best place for
respect to start and grow is with you.
Return.
Im talking about getting your guests to return to your property
again and again. The more frequently they come back and the longer
they stay and play, the more successful you will be. One of the
easiest ways to get them to return is to make sure they have a good
time while theyre there.
Reputation. You cant
buy a good reputation. You must earn it. Be sure that every action
you take every day enhances the propertys reputation and your
reputation.
Robinson & Associates, Inc., is
a guest service consulting firm that provides specialty guest
service training, management skills training, presentation skills
training, team building programs and employee incentive and
recognition programs for the gaming industry. |
|
| 
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|
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|
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