Ellis Communications, Inc.

It’s Never Too Late to Launch A Guest Service Program;
Five Crucial Steps to Get the Process Going

            Launching of a casino guest service program does not have to be tied to the beginning of a new year and the planning process leading up to it.

            “It’s never too late to start a guest service program and reap the rewards,” says Martin R. Baird, chief executive officer of Boise, Idaho-based Robinson & Associates, Inc.  “Fall is just around the corner and now is as good a time as any for casinos to get their service plans in motion.”

            Baird offers the following five steps to starting, implementing and maintaining a guest service plan.

Number 1:  Review and revise your standards.  Focus first on your existing service standards and be sure to take a hard look at guests’ standards.  “You need to know where your standards are today and where your guests want them to be,” Baird notes.  “Set standards that meet or exceed guests’ needs.”

Number 2:  Get management to buy in.  Outstanding service must start at the top with a commitment and a pledge of support from management.  “This attitude must spread to all staff members and management must visibly support the execution of a guest service plan on a daily basis,” Baird says.

Number 3:  Give staff members the necessary skills.  “Few people naturally excel at providing good service,” Baird points out.  “Your employees will need training to learn these new service skills.”

Number 4:  Reward, reward, reward.  Once the staff has the necessary skills, they need a reason to use them.  “Create and launch a reward and incentive program,” Baird explains.  “Focus on the positive and let employees know they’re doing a good job.”

Number 5:  Make service an ongoing commitment.   “No one will buy into a guest service program if they think it’s just the management idea de jour,”  Baird says.  “Keep the program going and make it the backbone of your casino.” 

Robinson & Associates is a Boise, Idaho-based guest service consulting firm that provides specialty guest service training, management skills training, presentation skills training, team building programs and employee incentive and recognition programs for the gaming industry.  The company may be reached by phone at 480-991-6420, by e-mail at mbaird@casinocustomerservice.com or via its Web site at www.casinocustomerservice.com.  Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.