Casino Customer Service

Back in the spring of 2006, a thought occurred to me that proved prescient.  I wondered if casino guests would be willing to burn $5-a-gallon gasoline to drive to a casino and have a little fun.

At that time, global oil prices had set a shocking record topping $72 a barrel and Americans were grumpy because they were paying $3 a gallon for gas.  Wow, that seems like the good old days now.  At the time I wrote this column, crude was selling for more than $130 a barrel and $4-a-gallon gas was a harsh reality.  That was for regular, folks.  Motorists buying premium or diesel were paying close to $5 in some cities.  Which means $5 for a gallon of regular gas is no longer a stretch.  In fact, I’m beginning to wonder about $6 a gallon.

With our economy very shaky today and the cost of everything going up, Americans are no longer grousing as they fill their tanks.  They’re genuinely worried.  And they’re not always topping off.  Many people only buy half a tank of gas or less because it’s so expensive.

So all this begs the question that first popped into my head in 2006.  Are your guests willing to pay $5 a gallon for gas – or more – so they can drive to your casino?
Actually a more pointed question is do you provide $5-a-gallon guest service to entice guests to your property?  Are you creating a gaming experience that encourages guests to make a cash investment just to walk through your door?

Following are some suggestions on how casino employees can polish their guest service and the gaming experience they deliver.  You may be surprised at how easy it is to implement these ideas.

Customers Or Guests?  Perhaps I’m splitting hairs here, but try to think of the people who play at your casino as guests rather than customers.  A customer is someone who buys a good or a service.  A guest is a person who receives hospitality or is entertained.  In the gaming business, your goal is to have guests.  You’re part of the entertainment and hospitality.  So it’s important that you think of people who walk through your door as guests.  If it helps, think of them as people who are coming into your home.  They are not customers who put three dollars on the counter and leave with something.

Happy.  Happy is such a simple word.  We all want to be happy and casino guests are no different.  Sometimes you have to go above and beyond to make them happy, but that’s not necessarily difficult.  Above and beyond is simply remembering a guest likes two olives in their drink or that they prefer a specific game.  Go ahead, make your guests happy.

Welcome.  This is another simple but important aspect of good service.  Every guest is welcome.  They’re welcome to play, eat, stay in the hotel and swing their clubs on the golf course.  They should feel welcome, not out of place or uncomfortable.  Your job is to monitor your attitude and actions so you don’t give the impression that guests are a bother.  Make them feel as welcome as an old friend.

No Exceptions.  You cannot get away with failing to provide great service to everyone.  No exceptions!  Players who park themselves in front of nickel slots for an entire evening are not an exception to the rule of offering good guest service.  They deserve a great experience as much as the whale that plays tens of thousands of dollars per hand.  Every guest deserves a great gaming experience each time they visit your casino.

Knowledge.  Being knowledgeable about your job responsibilities and how you can better serve guests is critical.  You also want to be knowledgeable about what’s happening around your property so you can help guests when they have questions.  Knowledge gives you the power to make things better for your property, your guests and yourself.  The more you know, the better.

Gratification.  There’s nothing wrong with wanting to get something out of all this for yourself, as long as the good vibes go both ways.  When you provide good service, it can give you – and your guests – a feeling of gratification.  For example, you help someone with physical needs carry a tray or find a restroom.  A guest is a little down in the dumps and you find a way to make their day a bit brighter.  That’s great service that can create warm feelings inside for you and your guests.  There’s nothing wrong with gratification.

Only a few years ago, who would have dreamed that gas would cost $4 or more and that service station pumps would become competitors for the gaming industry? Sadly, that day is here.  But there is something you can do to compete.  Give your guests stellar service.  Give them a reason to burn a little gas to come visit you.

This article originally appeared in Casino Connection.

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

Casinos interested in third-party reviews of their internal operations should be sure their employee reward and recognition program is given a thorough evaluation.  All too often, an employee reward and recognition program is an entitlement program that happens the same way year after year for no other reason than that is how the casino has always done it.  But this program is an important follow-up step to employee guest service training.  Employees who actively demonstrate the lessons learned in training should be recognized and rewarded for doing so.  This gives employees the incentive to continue to do their best.  Thus, the reward and recognition program should be evaluated to be certain it is an effective one.

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

Launching of a casino guest service program does not have to be tied to the beginning of a new year and the planning process leading up to it.  It’s never too late to start a guest service program and reap the rewards.  Fall is just around the corner and now is as good a time as any for casinos to get their service plans in motion.

Following are five steps to starting, implementing and maintaining a guest service plan.

Number 1:  Review and revise your standards.  Focus first on your existing service standards and be sure to take a hard look at guests’ standards.  You need to know where your standards are today and where your guests want them to be.  Set standards that meet or exceed guests’ needs.

Number 2:  Get management to buy in.  Outstanding service must start at the top with a commitment and a pledge of support from management.  This attitude must spread to all staff members and management must visibly support the execution of a guest service plan on a daily basis.

Number 3:  Give staff members the necessary skills.  Few people naturally excel at providing good service.  Your employees will need training to learn these new service skills.

Number 4:  Reward, reward, reward.  Once the staff has the necessary skills, they need a reason to use them.  Create and launch a reward and incentive program.  Focus on the positive and let employees know they’re doing a good job.

Number 5:  Make service an ongoing commitment.   No one will buy into a guest service program if they think it’s just the management idea de jour.  Keep the program going and make it the backbone of your casino.

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