Casino Customer Service

  I spoke at an HRLogix users conference in Las Vegas recently and one of the presenters used a human resources term that I wasn’t familiar with.  The term was NDT. 

I was there to talk about improving customer service and how to make training fun, but by the end of the day, I realized there was a direct correlation between my area of expertise and NDT.  I also came up with my own HR term that I felt was just as important - CFM.

You’ll learn what those letters stand for in a minute.  First, I’m going to get to the point of this article.  If you want to improve your casino’s customer service, you may need to start with a serious review of your hiring process.  Do you have a system in place that not only screens people but also makes it easy for the right people to apply and get properly placed within your organization?  Or do you just crank people out to fill positions, letting less-than-desirable new hires slip in?  If your process is the latter, you could be headed for serious customer service problems.

Now back to the conference.  It was in one of the first sessions that one of the speakers mentioned the concept of NDT.  First, he talked about the need for more casino employees.  He noted that some departments in every casino seem to eat people for breakfast.  You can fill every opening for those departments in the morning and by lunch time, you receive a request for more people. He discussed the number of applicants it takes to fill one position.  I learned that, depending on the department and the selection criteria, it could take interviews with five applicants to fill one opening.  In some cases, HR must scrutinize 50 applicants to find one qualified person.

Then he set the stage for NDT.  He showed a pyramid graphic.  At the top were people who are currently employed.  These are the people casinos want.  They have a job but are not happy for some reason and are looking.  Perhaps there’s a conflict with their schedule or maybe they just don’t like their manager.  The reason they are unhappy probably isn’t important.  What’s critical is that these people are gainfully employed.  They can hold a job and just want to work someplace else. 

The next group on the pyramid was composed of people who are unemployed.  They’re looking and would like to work but, for whatever reason, they aren’t.  Some of these people could make quality casinos employees while some might not.

Then came the NDT group.  That’s what I wanted to know more about.  He said that NDT stands for Not Drunk Today.  Think about this for a minute.  If your HR department is like many in the industry, it is understaffed and overworked.  At the same time, everything at the casino will grind to a miserable halt if HR doesn’t provide fresh meat for the ranks.  So how are you handling this?  Do you screen out the applicants that couldn’t possibly do the job and then send along all the rest because there’s a chance they can do the work?  If an applicant is NDT, do they move on through the process because, at times, it’s all about quantity, not quality?

There’s another challenge that was not represented on the pyramid and it should have been.  There should have been a place for CFM - Can’t Fog Mirror.  We’ve all seen these people working at casinos.  If you held a mirror under their nose, they wouldn’t be able to fog it.  They’re on the job but, at the same time, they’re not really there.

My company is a worldwide leader in helping casinos polish their guest service.  So why am I writing about hiring and HR?  The answer is simple.  The people you hire and we are brought in to train are critical to your long-term success.  So what kind of people are you hiring?

If your casino doesn’t have a high-quality, proven system for screening and hiring, your property is like a hamster running on that little wheel.  No matter how much effort and energy you invest in your property, you can’t succeed.  A casino’s success is in direct proportion to the ability of the HR people to bring in quality candidates for ALL positions.

If you hire just to fill the holes, the entire enterprise suffers.  I’m not saying that every position should require a doctorate, but if a person is late for the first interview, it could be a sign of things to come.  Do you really want employees like that interacting with your customers, the very people who keep you in business?

And let’s say you do hire NDTs and CFMs.  Are you willing to make an investment to help them improve their job performance?  Or do you just wait and see how long they survive?

Training is a major investment.  It takes significant time and money to train people.  To commit to training requires a vision that can be difficult to achieve if all you are doing is plugging holes with new people.

I used to say that training was the first step in a customer service improvement process.  After attending this HR conference, I now realize that hiring is the critical first step.  Until casinos decide to stop hiring NDTs and CFMs, they will continue to struggle no matter how amazing the training is.

Martin R. Baird
Robinson & Associates, Inc.
www.advocateindex.com
www.advocatedevelopmentsystem.com
www.casinocustomerservice.com
mbaird@advocateindex.com
480-991-6420

Experiences and Personal Growth

When people find out that I help casinos improve their customer service, I’m often asked about “the casino business.”  Their assumption is that I must have learned a few secrets after having trained thousands of casino employees.  I always laugh because I’m a customer service insider, not a casino insider.

Still, they want my views on the various states that want to allow gaming or tribes that are expanding into gaming.  The questions often lead to a discussion about whether I’m for or against gaming.  Most people are shocked when I say my views are simple and that they have nothing to do with the pros and cons of the industry.

Here is what I’m for. 

I want people to have entertainment choices.  Perhaps this view is too simple, but when you get right down to it, casinos are just one of many forms of entertainment.  They compete with bars, restaurants, movie theaters, sports teams and any other entertainment activity you or I could take part in.  All of these venues allow people to forget about their lives for a couple of hours.

If all things were equal, I would rather be knee deep in a trout stream than in a casino, but I also can have a great time with a group of friends sitting at a blackjack table for a few hours.  I would much rather go to a casino and spend $100 than to go to a bad movie and waste my money.  At least at the casino, I can leave when I feel like it.

I’m also for casino guests having a great gaming experience.  This may be my professional bias coming through, but when I spend my hard-earned money, I expect to have a good experience.  It doesn’t matter if it’s $2 for a cup of coffee or $200 for a hotel room.  I want people to treat me like a guest and let me know that I’m important to them and the success of their business.

Here’s an example of a wonderful entertainment experience.  Where I live, there’s a place that is so funny to me because they sell donuts in the morning and Thai food the rest of the day.  It took a few false starts before my wife and I actually went in to see what this place was like.  The idea of getting donuts from a Thai restaurant was a little hard for us to accept.

Well, the donuts and the Thai food are GREAT!  The prices are great, too.  They give you a very good value, but the people who run this establishment come to mind mainly because they want you to have a nice visit.  At the end of your Thai meal, they often bring donuts that you can take home.  They remember that I like my food spicy and that’s a wonderful personal touch.  I don’t have to say a thing.  They know me and my meal is just the way I like it.  Add it all up and, for my money, that is a great experience.

Making people feel special is another way to create a great experience.  It doesn’t need to be a big thing.  It could be something  as simple as smiling and saying, “Thank you.”

Finally, I’m for people growing.  One of the areas that I’m most proud of in my life is working with different kinds of people and helping them grow professionally and personally.  I know that many of the people I have worked with would never have received such a level of training or skill development unless they were employed by a casino.  I’ve trained people my age and older who say they have never before had anyone invest in them.

Casinos are like any other business.  They can’t exist without people.  People are the foundation.  It takes people to run a casino and give guests a great entertainment experience.  Casino employees want what most everybody else craves.  They want to feel good about what they do for a living and they want to provide for themselves and their families.  They want new skills that they can use at the casino, at home and in life.  This growth at such a personal level also improves their community.  It always makes me feel great to touch people and help them reach new levels.

There’s no sense in asking me if I’m for or against gaming or if I think it is some kind of solution or problem.  To me, gaming is just gaming. 

But look at what gaming gives to communities that have little or nothing.  Look at the jobs it provides and the opportunities it offers to work hard and have a better life.  Gaming also gives entertainment seekers a place to feel special and enjoy themselves.

I’m for all of that!

Martin R. Baird
Robinson & Associates, Inc.
www.advocateindex.com
www.advocatedevelopmentsystem.com
www.casinocustomerservice.com
mbaird@advocateindex.com
480-991-6420

 

10 Tips for Stellar Casino Service

The ideas that casino employees can use to improve customer service are limited only by their enthusiasm and their imagination.  Any given week or day doesn’t have to be devoted to improving a particular aspect of guest service.  An effective customer service approach can come from a mixture of ideas.

Following are customer service tips that will help casino employees improve the experience their guests have when they walk through the door. 

Tip No. 1.  Greet your regulars by name.  It’s impressive when casino employees  remember a guest’s name because they realize they have been singled out from hundreds of other customers. 

Tip No. 2.  Smile while working and interacting with guests.  People want to stay and play at a happy, fun casino.  It’s up to you to create an environment of smiling.

Tip No. 3.  Look guests in the eye.  Make an impression by making eye contact with guests.  And be sure to have a cheerful look in your eye.

Tip No. 4.  Listen when guests talk.  Listening shows you care.  Listening also improves communication between you and your guests and good communication is essential to providing guests with the service they desire.

Tip No. 5.  Be aware of your nonverbal communication.  Nonverbal communication  that conveys a negative impression includes slouching, yawning, appearing angry, appearing bored and having a “whatever” attitude.  Nonverbal communication that conveys a positive impression includes smiling, looking approachable, being alert and showing pride in your job.

Tip No. 6.  Have a positive attitude.  Guests know whether a property’s employees have a good or bad attitude and they react to what they sense.  Always start the day with a positive attitude.  Create a bright attitude by listening to upbeat music, exercising in the morning, playing with your children or pets and avoiding stressful situations whenever possible.  Maintaining a positive attitude is one simple technique for creating top-notch customer service that will set your casino apart from the competition.

Tip No.  7.  Do something special for your guests.  That will always make them and you feel better.  This simple technique makes each guest feel like he or she is the most important person on the property that day.

Tip No. 8.  Be proactive for guests.  Think for guests so they don’t have to think for themselves.  The assistance you provide will be appreciated and recognized.  Being proactive could be as simple as wiping up a spill or giving a guest the inside track on what’s great at the restaurant.  Lost guests offer a perfect opportunity.  They may be looking for a restroom, the buffet or a way to get downstairs.  Whenever guests are lost, you have a chance to lend a hand and make them feel special.  Instead of telling the guest where the restroom or buffet is located, take the extra minute and walk them to it.  This makes a lasting impression.  Being proactive makes guests feel their welfare is always foremost in your mind as you go about your job.

Tip No. 9.  Take a lesson out of the Disney handbook.  Cleanliness is an integral part of customer service.  Therefore, you must keep the property clean and sparkling. If your guests have a good experience but the casino is dirty, it will be difficult to get them to come back.  Dirt and grime are a real turn-off for your customers.  You don’t want that to be the one thing they remember about your casino.  Not many people get up in the morning and say, “Let’s go over to that dirty casino.”

Tip No. 10.  Leave your ego at home.  That means you should forget about whatever title you have at work.  Everyone who works at a casino is in the guest service business.  Employee titles are meaningless.  Each employee must view guests as an opportunity to make a lasting positive impression.

Martin R. Baird
Robinson & Associates, Inc.
www.advocateindex.com
www.advocatedevelopmentsystem.com
www.casinocustomerservice.com
mbaird@advocateindex.com
480-991-6420

 

Casino Employees Need Incentives
 

It isn’t enough for casinos to expect employees to provide better customer service.  Employees need to have a reason for taking the quality of their guest service to a higher level.  They need incentives.  When they demonstrate the desired behavior – doing what they were trained to do – they should be rewarded as quickly as possible so they can make the connection.  Recognize their efforts and reward them.

Martin R. Baird
Robinson & Associates, Inc.
mbaird@advocateindex.com
www.advocateindex.com
www.advocatedevelopmentsystem.com
480-991-6420

 

Training Creates Guest Advocates

Casinos focused on improving their customer service very likely will need to provide their employees with guest service training in order to take the guest experience to a higher level.  It is at this higher level that casinos can create more guest advocates.  So train, train and train again and make sure ALL employees participate.  Training is an opportunity for management to show its support.  Management absolutely must take part in the training with everyone else.  That sends a powerful message to casino employees.

 

Casino Guests Love Timely Service

Casino service needs to be provided in a timely manner.  Guests only have a certain amount of time to play and you want to be sure every minute of it is spent at your property.  The faster they’re served, the more quickly they get what they want, the more likely they are to stay.  So whether you’re bringing someone a drink while they’re on the floor, filling their machine or making a delivery to their hotel room, it’s very important that you be timely.

 

Full Perspective Creates Advocates

To provide their guests with ever-improving customer service and create more guest advocates, casinos must have a complete understanding of the quality of their service at any given moment.

To improve their customer service and create more guest advocates, casinos must first have a 360-degree perspective of where the service is now.  Do this by augmenting your own opinion of your service with the guest’s point of view.  Know what guests think, see and feel when they’re at your property.  Go beyond comment cards by mystery shopping your guest service.  It’s the only way you’ll get the unbiased data you need.