Casinos Should Treat Guest Relationships Like They Are Glass; Shattering the Bond With Guests Leaves A Real Mess

Casinos Should Treat Guest Relationships Like They Are Glass;
Shattering the Bond With Guests Leaves A Real Mess

For Immediate Release
Feb. 17, 2003
Contact: Tom Ellis
Ellis Communications, L.L.C.
Phone (623) 780-4558
E-Mail tellis@casinocustomerservice.com

The relationships between a casino and its guests should be handled with care because they can shatter like glass.

"If casinos don't handle guest service just the right way, they could damage the relationships they have with their guests and never be able to repair them," says Martin R. Baird, president of Phoenix, Ariz.-based Robinson & Associates, Inc., a guest service consulting firm for the gaming industry. "That is what makes working with casino guests so challenging."

Baird offers the following five tips on why and how casinos should keep guest relationships on a sound footing.

Number 1: Building relationships with guests is one of the most important elements of providing top-notch service. "You should develop long-term relationships so your guests don't overreact as little bumps happen along the way and think about looking for a new casino," Baird says.

Number 2: Give guests a good reason to visit your property again and again. "You can achieve that goal by providing stellar service and paying attention to other details, such as keeping your property clean and sparkling," Baird suggests.

Number 3: Make guests feel special. "Make eye contact and smile," Baird notes. "Listen when guests talk to you. Be proactive and provide service to your guests before they ask for it."

Number 4: Greet your regulars by name. "It's impressive when you remember a guest's name because they realize you have singled them out from hundreds of other customers," Baird says.

Number 5: Understand there's a lot at stake. "Stellar service leads to positive word-of-mouth advertising that can translate into new guests," Baird says. "Conversely, if a guest doesn't have a wonderful experience, they will tell lots of people about it. That's the kind of advertising casinos cannot afford in today's business environment."

Owned by Lydia and Martin Baird, Robinson & Associates, Inc., is a 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 Bairds have a Web site, www.casinocustomerservice.com, that's devoted to helping casinos improve their guest service so they can compete and increase revenues.

Robinson & Associates may be reached by contacting Lydia at 480-991-6421 or at lbaird@casinocustomerservice.com. Robinson & Associates is a member of the
Casino Management Association and an associate member of the National Indian Gaming Association.
                                                                               
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