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Casinos Emphasize Guest Satisfaction
19 Jan 2006
Casinos rely on traditional market research with a belief that the more satisfied guests are, the more inclined they will be to come back, bringing more revenues. Guest satisfaction has become a catch-all term for the end result of many marketing approaches where customer data is used. They want guests to visit their casino, play and have a pleasurable experience. Once they do it for the first time, you want them to continue doing business with your casino.
"However, it's important to note that casinos regularly spend between $500,000 and $1 million per month on marketing and advertising. You don't want to be forced to pay that month after month. You want to create 'loyal' guests who engage in profitable behavior. You want guest advocates."
Robinson & Associates, Inc., is a global customer service consulting firm for the gaming industry that specializes in public relations announcements like the one above. They believe their so-called tips help casinos determine their Advocate Index, a number that indicates the extent to which properties have guests who are willing to be advocates. Online casinos don't really need this, because they already provide great customer service all over the globe.
