4 Casino Lessons Every Gaming Property Should Learn from Last Night’s Super Bowl
Last night’s Super Bowl was exciting for about the first 12 seconds, but there were valuable casino lessons to be found throughout the game, Robinson & Associates, Inc., announced today.
“There were at least four lessons for casinos that are competing in a very tough market these days,” said Martin R. Baird, chief executive officer of Robinson & Associates, Inc., a casino consulting firm to the global gaming industry. “I suggest casinos learn from these lessons so they don’t get pounded by the competition like the Broncos got trounced by the Seahawks.”
Mistakes Can Be Costly. When casinos make mistakes, the competition will make them pay for it, Baird said.
“No matter how great a casino’s customer service training is, all it takes is one mental mistake and the property can find itself trying to crawl out of a hole,” Baird explained. “For example, a bad snap and the Broncos were down 2 to 0 and that was as close as the game ever got. Many casinos provide great customer service training, but all it takes is an employee who is a little off and the guest is headed to a competitor.”
The World Is Watching. Millions of people watched the Super Bowl and the mistakes that were made, but casinos may not realize that the world is watching them, too, Baird said.
“Most of the time, when a casino employee makes a mistake, only a couple of people see it,” Baird said. “And in the old days, a guest would tell five to seven people about the bad experience. But today, guests use social media and casino review sites to blast the casino and tell the world about the poor gaming experience they had.”
Potential casino guests will see these negative customer reviews for as long as the review site thinks they’re relevant and that can be years, Baird noted. “So when a prospective guest types in a city’s name and the word ‘casino,’ the reviews could just show up,” Baird added. “Guess where the guest decides NOT to visit and play?”
Big, Visible Mistakes Made It Hard to Win. The more mistakes a casino shares with the world, the harder it is to succeed, Baird said.
“The Broncos suffered interceptions and fumbles and allowed kicks to be returned for touchdowns,” Baird said. “Hey, we all make mistakes, but when your mistakes are big and the competition sees them, they will take advantage of the situation.”
Some casinos now have social media specialists who comment on reviews guests post and follow up, Baird noted. “The problem is once the ball has been intercepted and returned for a touchdown, it doesn’t do the team much good to explain what should have been done and how much you care,” Baird said. “These social media experts are doing it after the fact. Casinos need to know about a guest’s issue before they post it online. That creates time for service recovery.”
Real-Time Customer Feedback Is Critical. Casinos need a real-time platform to collect guest feedback so they can correct issues and share POSITIVE reviews with sites such as Yelp, TripAdvisor and Google+, Baird said.
“It’s bad enough knowing that potential guests will see your casino’s terrible reviews,” Baird explained. “It’s even worse to know that Google now uses reviews as one of the ways it decides how to rank websites. Your casino needs to be proactive when it comes to collecting real-time guest feedback and generating good reviews. The technology exists to make it easy for customers to share their thoughts and concerns with casinos. Your mistakes don’t have to be aired nationally first.”
Martin R. Baird is a casino consultant and chief executive officer of Robinson & Associates, Inc. For 20 years, Robinson & Associates has been dedicated to helping casinos improve their guest service so they can compete and generate future growth and profitability. A Boise, Idaho-based casino consulting firm to the global gaming industry, Robinson & Associates is the world leader in casino guest experience measurement, management and improvement. Recently, it announced Simply Share, a real-time customer feedback platform that makes it fast and easy for casino customers to share their experience directly with casinos instead of posting comments online at social media sites.
For more information, visit the company’s Web site at http://casinocustomerservice.com/casino_reputation.htm or contact Lydia Baird, director of business development, at 208-991-2037 or firstname.lastname@example.org. Read about a variety of topics at Martin Baird’s blog at http://casinocustomerservice.com/casino_news.htm/, including casino-related articles, casino customer service training, mystery shopping, casino reputation measurement, casino training, service gap analysis and more. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.
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