Ellis Communications, Inc.

Casinos Should Launch Internal Operational
Review With A Hard Look At Marketing

Casinos should have an outside third party review their operations to identify areas for improvement, and the review should start with the property’s marketing.

The following operational-review tip is provided by Robinson & Associates, Inc., a customer service consulting firm to the gaming industry.

“Launch an operational evaluation with marketing because that’s where business starts.  Marketing makes a promise to your guests and prospective guests.  It could be that they will win, be excited, have fun or even meet beautiful new friends.  The promise isn’t as critical as the actual delivery of it.  If a casino is going to improve its guest experience, it should by matching the promise to the reality of the casino floor.”

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.