Back when I got my first director’s job, I was asked to review and revise the job descriptions for everyone in my areas of responsibility. I thought at first that the task would be easy: read through the documents sent to me, make sure they reflected what the team was supposed to do, change what didn’t make sense, then send them back to HR. Done!
As it turns out, some of them were a little more difficult to quantify. To save you the trouble, I’ve compiled here a list of the most basic and important responsibilities in Player Development. I left them generic, so you can use them anywhere. Many of them could be used for other roles, too. Feel free to copy, paste, add, revise, or none of the above.
Summary of Responsibilities
The main responsibility of a Player Development professional, regardless of title, is to develop and maintain effective working relationships with a casino property’s very best players and provide services to them to build player loyalty and increase the number of visits or amount played (or both) from among those guests. In order to do this, a PD pro must also develop and maintain strong working relationships with key allies throughout the property and in the community to ensure players have the experience they expect while gaming and to generate leads for new business.
A Player Development Manager is, in addition, expected to set and monitor achievement of goals and measurable metrics for the team in alignment with the property’s business objectives. Providing information relevant to the operation in a 360 degree direction is part of the manager’s role, so analysis and report preparation is imperative. A manager is also a resource for guests whose issues must be escalated for satisfactory resolution and hosts who are having trouble finding their own way to goal achievement.
Here are the basic job functions in for everyone in Player Development (not necessarily in order of importance):
- Establish and maintain positive customer relationships with players who meet property criteria (and with those identified to have the potential to reach that level of play)
- Maintain contact with coded players as appropriate to generate return visits and provide exemplary service.
- Interact with players in person on property, as well as via telephone, e-mail, text message, and written correspondence
- Learn about and tailor services to guests’ preferences, likes and dislikes
- Resolve player issues, whether real or perceived, to the guest’s satisfaction
- Strive to achieve goals and metrics/objectives provided
- Find the right balance in every situation between the guest’s desires and the property’s rules, regulations and guidelines (Amy’s note: There is always a way.)
- Invite players to events, tournaments, shows, etc., according to their interests
- Make hotel, show, dining and other reservations and communicate same to guest
- Issue complimentaries or other offers to guests as play and property guidelines warrant
- Host special events, player parties, property promotions and other activities as needed
- Provide information to team and property leadership related to guest feedback, suggestions, concerns or issues
- Maintain confidentiality of information about both customers and property; share carefully
- Represent the property as a role model of customer service and professionalism
- Participate in brainstorming and planning sessions for Player Development program
- Network among coded players to build relationships among the best customers and to generate leads for new high-worth players
- Prepare and submit reports on activities as directed, complete and on time
If you are a Player Development Manager (or other team leader) you are also responsible for:
- Setting SMART (with a stretch!) goals and metrics for each host and for the team
- Monitoring pace toward goal achievement
- Analysis of coded and potential high-worth player data
- Assigning/coding players to hosts
- Coaching staff as needed
- Regular and consistent communication with all direct reports
- Preparing and submitting activity and departmental reports as assigned
- Attending meetings as a representative of the Player Development team
- Participating in brainstorming and planning sessions for marketing
- Implementing programs, events, promotions, etc. for the Player Development team
- Providing assistance for marketing events as required
- Resolving player issues, real or perceived, when host is unable to do so
- Setting an example of excellent customer service
Tell me what you think. Did I miss something?