Read About These Reasons for Real-Time Customer Feedback At Your Casino
Below, you will find a recent post from Seth Godin’s blog. It’s brief but very strong. In fact, it’s powerful.
But first, I have a few comments.
In the fourth paragraph, Seth writes, “If you know what’s broken, you can fix it for all the customers that follow.” The challenge most casinos face is they have NO IDEA what is broken with their customer service. They think they know or they guess, but they don’t have a real-time guest feedback platform. Thus, they are left in the dark. You read every day about casinos closing or asking the state for financial help. I’m convinced most casinos would prefer to avoid such drastic measures. Knowing what customers do and don’t like is a great step toward avoiding these pitfalls.
So how do you find out what’s broken? The first place to look is current customers. Find out in real time what they like and what they want done differently.
All casinos use mystery shoppers. I know because we do it for our clients. But shoppers are not real guests. They are being paid to gather data that shows how actual service compares to the casino’s service standards. Real-time customer feedback is real guests telling you about issues NOW, not a few weeks from now in a report.
Seth goes on to write that people want to be “heard.” They really do want someone to hear them and help them. Sites such as Yelp and TripAdvisor make it easier for a customer to share with the world online than it is to share with most casinos directly. The real tragedy of this is that a poor gaming experience goes from being a service recovery opportunity to an online reputation recovery. I want guests to share with the casino so the casino can make things better with the guest.
At the end of his post, Seth writes, “Pick up the phone and listen.” This is a great idea, but it’s not realistic for casinos. Most casino guests would rather email or text than call a live person and interact. I wish guests would pick up the phone, but they are much more likely to share via a text or email if you make the process easy and you respond quickly!
Research shows that more than 90 percent of people will do business with a company again if the problem is quickly resolved. That is why casinos need to move to real-time guest feedback so they can provide real-time service solutions and recovery.
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Here Is Seth’s Post
What’s a customer worth?
A customer at the local supermarket or at the corner FedEx Print shop might spend $10,000 or even $25,000 over the course of a few years. That’s why marketers are so willing to spend so much time and money on coupons, promos and ads getting people to start doing business with us.
But what happens when it goes wrong? What if a service slip or a policy choice threatens that long-term relationship?
If you know what’s broken, you can fix it for all the customers that follow. It seems obvious, but you want to hear what customers have to say. After all, if people in charge realize what’s not working, the thinking is that they might want to change it.
At the same time, a critical but often overlooked benefit of open customer communication is that individuals want to be heard. Your disgruntled customer doesn’t want to hear you to make excuses, and possibly doesn’t even want you to fix yesterday’s problem (probably too late for that), but she does want to know that you know, that you care, and that it’s not going to happen again. Merely listening, really listening, might be enough.
Big organizations (and smaller, unenlightened ones) grab onto the data benefit and tend to ignore the “listening” one. Worse still, in their desire to isolate themselves from customers, they industrialize and mechanize the process of gathering data (in the name of scale) and squeeze all the juiciness out of it.
If you live in the US, you might try calling 800-398-0242. That’s the number FedEx Print lists on all their receipts, hoping for customer feedback. It’s hard to imagine a happy customer working her way through all of these menus and buttons and clicks, and harder still to imagine an annoyed customer being happy to do all of this data processing for them.
The alternative is pretty simple: if you’re about to lose a $10,000 customer, put the cell phone number of the regional manager on the receipt. That’s what you and I would do if we owned the place, wouldn’t we?
Answer the phone and listen. It’s an essay test, not multiple choice.
When in doubt, be human.
(Click here to go directly to Seth’s post.)