March 28 NIGA Presentation Will Explore Guest Satisfaction Surveys

I will be a speaker March 28 during the 2007 trade show of the National Indian Gaming Association.  Titled “Four Mistakes Your Casino Is Making If You Are Measuring Guest Satisfaction,” my presentation will focus on why guest satisfaction surveys are a waste of casinos’ resources.

I will speak from 9 to 10 a.m.   The NIGA show will be held March 25-28 in
Phoenix, Arizona.

Casinos routinely measure guest satisfaction, thinking that will give them the data they need for future growth.  Research shows there is no correlation whatsoever between customer satisfaction and the growth of any business.  Casinos need to measure guest advocacy, not satisfaction.

Martin R. Baird
Robinson & Associates, Inc.