Tag Archives for " casino secret shop "

Casino Secret Shop Results — Our Newsletter Urges Casinos Not to Use Them As A Weapon

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Mystery shoppers are one of the necessary tools for measuring and managing the guest experience.

Casino Customer Service
Solutions, Tactics and More!

Sept. 18, 2013

Secret Shoppers Are No Secret.
So Are They Still Effective?

Is It A Tool Or A Rolled Up Newspaper?
The results of mystery shops are often used by casinos as nothing more than a rolled up newspaper to inflict pain and reduce confidence of team members.  Learn more here.

Shoppers Give You Only One Angle
Mystery shoppers don’t give you the same feedback as real guests do.  Guests provide it day and night via casino reviews at websites such as Yelp and TripAdvisor.   Learn how monthly reports on Internet comments about your casino can help you know how well your property is doing online and how you can improve.  Read more here.

Second Edition Just Released — “Gaming Guest Service from A to Z”
Are you looking for a tool to help your associates provide better guest service?  We just released the second edition of our casino customer service book “Gaming Guest Service from A to Z” and its FREE to download now.  Click here.

$7 BILLION Is Real Money!
States love the money they receive from sin taxes.  What will happen when online casinos take a $7.4 billion bite out of it?  Read this article.

Would Your Casino Rank in the Top 17?
I’m not sure if I would be happy with 17th.  It’s not bad, but it sure wouldn’t make me smile.  Read more in this article.

Casino Competition Is Having An Impact
With increased competition, states are looking at making changes that will allow them to generate more tax revenue and keep more money instate.  These changes could have a big impact.  Learn more here.

The Downside of Expansion
At some point, adding more casinos and games has an impact on existing properties.  Atlantic City is feeling the pinch and that is not good for existing team members.  Read this.

It Can All Go Wrong So Quickly With Social Media
Unfortunately for it, Air Berlin has become an example of how easily a brand’s reputation can get hammered via social media.  Air Berlin is not a casino, but it’s situation offers a serious lesson for gaming properties — reputation matters, especially online.  Click and read.

Florida Casinos May Have Dodged A Super Storm
Existing casinos in Florida may survive to play another day.  If the state legislature doesn’t pass a destination resort plan, current casinos will have one less competitor to face.  This article tells you more.

“Casino Customer Service Solutions, Tactics and More!” is a compilation of industry-related casino customer service information and other gaming-related management topics offered by Robinson & Associates, Inc.  Just glance over the topics and click on the items of interest to you.

We hope you find information that is not only interesting, but thought provoking and valuable to your endeavor to compete in today’s gaming market.

Marty Baird
Robinson & Associates, Inc.

P.S.  Do you have a service delivery gap?  Put our tested system to work for your casino!

Secret Reveals Why Service Sells:  AdvocateDevelopmentSystem

Casinos Use Mystery Shoppers Because All the Associates Smile When the GM Walks Past.  So What Happens When the GM Is Not On the Floor?  CLICK HEREto See the Answer in A Video.

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20 Years of Helping Casinos Measure, Manage and Improve Their Service.  Call Now to Put Their Systems to Work for You  208.991.2037

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Casino Secret Shops – Making the Most of Your Report

For casino consultants, an important tool in the improvement tool kit is the casino secret shop. Whether you call it a secret shop, mystery shop, or field research, the casino secret shop is an effective way for casino leadership to gauge the level of service their front line is delivering on a daily basis. In the last five years, we have witnessed a growing need and interest for this guest’s eye view of the casino service experience. At Robinson & Associates, Inc., we have conducted hundreds of casino secret shops and we have some valuable tips on how to maximize the information you receive and interpret your shopping report:

There is More to Casino Secret Shops Than Scores

Make the Most of Your Casino Secret Shops


The report is not a rolled up newspaper – When presenting the findings of a casino mystery shop, the first thing we tell leadership is not to run out and use the information to punish associates. Sometimes a report will contain information detailing interactions between associates and guests that are less than stellar. Resist the impulse to smack associates on the nose with the report. Keep in mind, this is an opportunity for improvement. Negative experiences should be used as training opportunities.

The report SHOULD be used to reward associates – A little encouragement goes a long way. We always encourage leadership to seek out the service stars the report reveals and reward them. Rewarding excellent service is a fantastic way to create a trend of excellent service.

Numbers aren’t everything – The scores a secret shop report provides are only a portion of what makes the report valuable. Scores are what allow leadership to measure service, but shopper narratives allow leadership to know where they need to improve service. Narratives are the Rosetta Stone of the report; they interpret the scores. The words of the shoppers are where opportunities for improvement and reward are revealed.

Ask questions! – Your casino consultant or shopping company has raw data at their fingertips and direct access to shoppers. If you have a question about anything in your report don’t rush to judgment and assume the worst. Pick up the phone or send an email to your consultant; they are there to help, clarify, and ultimately improve the service at your casino.

Remember, this is an investment in your future – The keyword here is investment. Casino secret shops cost money and the investment is worthless if a casino doesn’t utilize the information they are given to ultimately improve. Often times, particularly with a baseline or first study, some hard truths are revealed. Don’t shy away from this information! Trust your consultants, and use this information to improve. Follow recommendations and seek out opportunities of your own.

Amanda Kreamer

Lydia Baird