Advocate Index™ Helps CFOs Cut Costs and Forecast Revenues

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.

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.

Martin R. Baird
Robinson & Associates, Inc.