Many of us have been in our local convenience store, intently listening as the clerk runs our Lottery Ticket through the machine. Most of the time we hear, 'Sorry, not a winner'. Disheartened, we realize we are a 'Loser'. No matter where we chance our money – on the Lottery, at the card table, playing the slots, 'feeding the ponies' – we want to be treated as a winner, even if we lose.
Our luck may not hold, but we want our ego in shape. Our chances may be limited, but we still seek respect. That $5 or $20 could buy some groceries, so it is not just some idle investment with the potential for return. We want some comfort, some attention, some excitement. We expect a clean operation, well lit and ventilated. It should be secure and safe. We want to feel special, for we have other options for that disposable “investment”. The overall “Experience” at your tables, your machines, your tracks, at your restaurants and hotels and R/V parks are all part of how we sense we are valued. Your staff delivers that message loud and clear.
So, how do I feel when I enter your casino, your bingo parlor, your card club, your raceway – your Destination? I need to feel very good about how I am treated. I may be “itchin” to spend that money in my wallet or purse, but I need to have the proper environment, a welcoming venue to take my chances with the odds. Make me feel like a Winner, and I am yours!
This week Hotel News Resource, a global content platform, ran a Gaming Industry article, entitled, “Casino Customer Attitudes and Behaviors” where the researchers identified particular behaviors and trends to help management better understand and engage targeted customers. A major result of the study focused upon a customer segment researchers called “Unmoved Members” who had a visit frequency of 10-15 times a year. Significantly, this group represented 33% of all casino players, and they had some specific traits: “This large group of customers are regular loyalty members but have the lowest satisfaction among all members. Unmoved Members feel uninspired and would appreciate more pampering. They give lackluster ratings to staff and low scores for casino ambiance. Unmoved Members take shorter trips and have an average likeliness to recommend and return.”
This is stunning to have roughly one third of your potential Customer base ambivalent about your business.
This is a group you can influence, directly and inexpensively. Ramp up your Loyalty Programs, implement Quality Assurance, promote Guest Service training, and with a studied eye, review your facility and amenities. It is all about the Player Experience.
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