Casino Marketing Directors: Drop Useless Guest Satisfaction Surveys

Casino marketing directors are expected to do more and more these days and one way to meet that challenge is to stop measuring guest satisfaction and start measuring guest advocacy.  Guest satisfaction surveys and comment cards are a waste of time, energy and money.  If marketing directors need to do more, the best way to start is by dropping activities that just burn time and generate no meaningful results for the casino.  Harvard University published research that shows that the concept of satisfaction is fickle and everyone in gaming knows how fickle guests are.  Casinos should measure how many guest advocates they have because advocates create repeat and new business.

Martin R. Baird
Robinson & Associates, Inc.