Link Casino Improvement Program to Guest Advocacy to Determine ROI

When casino executives change their attitude about the cost and purpose of internal improvement programs and link them to creation of guest advocates, they are well on their way to establishing a return on investment that will help them determine the benefits of their efforts.  Too many casino executives view a measurement and improvement program, such as improved guest service, as an expense.  In reality, it’s an investment in the casino and its people.  An improvement program is not like bricks and gaming machines that management can show on a balance sheet, but it’s still an investment nonetheless.  And when the program is tied to the creation of guest advocates, tracking of ever-growing numbers of advocates and improved revenues can result in an actual ROI for the improvement program.

Martin R. Baird
Robinson & Associates, Inc.