Zero, Zip, Zilch: That’s How Often Casino Customers Return to Properties With Poor Guest Service - Saturday 15th of October 2005

Zero. Zip. Zilch. That’s how often customers will return to a casino with poor service. That’s also how much value customers place on poor service. But that’s also how much it costs to provide some forms of quality service.

“Casinos with lousy guest service can’t expect people to come back again and again to play,? says Martin R. Baird, chief executive officer of Annapolis, Md.-based Robinson & Associates, Inc., a global customer service consulting firm for the gaming industry. “If they want to compete, casinos simply must provide outstanding customer service. Everybody suffers if they don’t – the property, its employees and customers.?

Baird’s new book, “Gaming Guest Service from A to Z? uses the alphabet to explore important words to help gaming executives, managers and employees understand how critically important outstanding customer service is and how to provide it. The book has all the letters of the alphabet and each letter has a series of words that give insight on how to provide great customer service.

The following are helpful tips excerpted from the book’s section on the letter Z.

Zero. That’s the amount people tip when they get bad service. Why in the world should they give a tip if they don’t get the service they demand and desire? You can’t blame them for that.

Zero is the number of times the guest wants to come back and experience your property’s poor service yet again. If your service is lousy, you’ve failed to give the guest a reason to come back, and your property and your personal livelihood cannot afford that. Competition in the gaming industry is growing by the minute and there isn’t a single property that can say it doesn’t matter if it has good service. Guests have too many entertainment choices.

Properties with poor guest service make zero profits. They just don’t make any money. Guests vote with their pocketbooks. You need to make sure you’re getting their vote with great guest service.

Zilch. Zilch is slang for nothing. That’s how much value a guest places on poor service – nothing, nada, zilch. Guests want to be amazed. They want to have a great experience and they want to remember how wonderful it all was. Unfortunately, if they get zilch for service, they’ll remember the negative more than the positive.

Zip. That’s what it costs to give a person a smile. It costs absolutely nothing and it can pay huge dividends. So instead of giving your guests zip, give them a big smile, give them a happy hello and let them know they are appreciated.

Robinson & Associates, Inc., is a global customer service consulting firm that provides specialty customer service training, management skills training, presentation skills training, team building programs and employee incentive and recognition programs for the gaming industry. The company’s Web site, http://www.casinocustomerservice.com, is devoted to helping casinos worldwide improve their customer service so they can compete and increase revenues. The company may be reached by phone at 480-991-6420. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.

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