Guest service has suddenly become more important than ever at Las Vegas casinos and there’s a lesson here for other gaming properties around the country and the world.
A Casino Strike Is Looming but Guests Will Cross Picket
Lines If They’re Enticed With Stellar Customer Service
Guest service has suddenly become more important than ever at Las Vegas casinos and there’s a lesson here for other gaming properties around the country and the world.
On May 16, members of Las Vegas’ culinary and bartender unions authorized a possible citywide strike on June 1.
“People don’t like picket lines whether they’re in Las Vegas or another city,” says Martin R. Baird, president of Phoenix, Ariz.-based Robinson & Associates, Inc., a guest service consulting firm for the Slot Online gaming industry. “If there’s a strike, management and on-the-job workers at Las Vegas’ casinos will have to convince guests they should cross picket lines. There’s only one way to do that – offer guests an enticing gaming experience with stellar customer service as the foundation of that experience.”
Baird says other casinos throughout the U.S. and the world should take note of how outstanding guest service can help them when daily operations are affected by labor issues or any other problem.
Baird offers the following thoughts on guest service and how it is directly related to a strike situation.
Number 1 – Competing for a guest’s business is no longer about bigger casinos and resorts and that’s particularly true during labor unrest. “Having the largest, most beautiful property means nothing if guests stay away during a strike,” Baird says. “Service is the one thing that will draw guests to your property.”
Number 2 – Nongaming competitors will take advantage of a strike situation and try to lure casino guests away. “Don’t think for a minute that competing entertainment venues will wait to see if casino guests cross picket lines,” Baird says. “They’ll give your guests a reason to defect. You must use sparkling service to give your guests an even stronger reason to remain loyal.”
Number 3 – Positive word-of-mouth advertising is more important than ever during a strike. Give your guests a reason to tell friends and neighbors about the outstanding experience they had at your casino, Baird says.
Number 4 – Conversely, don’t disappoint your guests after they make the decision to cross a picket line. “If you let your guests down, they will tell everyone they know and you suddenly have negative word-of-mouth advertising,” Baird says. “That’s the last thing you want.”
Number 5 – Casinos hear nothing from 96 percent of unhappy guests. Ninety percent of those guests will not return. Casinos cannot afford those numbers during a time of labor unrest, Baird notes.
Number 6 – Once you’ve convinced guests to enter your property during a strike, you want them to come back again. “Make sure that first visit is just the beginning,” Baird says. “Casino guests may not take extra money home when they leave but they can
take with them the memory of that casino’s great service and exciting gaming experience. That will keep them coming back, even during a strike.”
Number 7 – Emphasize the basics of outstanding guest service: smile, have a positive attitude, make eye contact with guests, be proactive for guests, listen when guests talk to you and keep the property clean.
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 casinos. Baird has 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 at 480-991-6421. Baird may be reached by e-mail at mbaird@casinocustomerservice.com. Robinson & Associates is an associate member of the National Indian Gaming Association.
