Interestingly, your work here is not yet done. You have accomplished quite a lot if you have followed all the steps I’ve suggested, but there is still more…refining work, if you will.
As suggested in the last post, you may have noted some patterns emerging from your analysis of the team’s work. Some hosts may have a knack for spotting and responding to changes in player behavior and others may need a gentle nudge. Some segments in your player base may generate a stronger showing for certain kinds of promotions or events, or you may even see declines in some groups of your guests, requiring you to assess the effectiveness of parts of the program.
The next step, logically, is the constant review and course corrections that enable you to continue posting positive results from the team. Clearly, there will be things that work against you, but if you are paying attention to the way your best players react to the best efforts of your Player Development team you will have the information you need to decide how to proceed.
Do you have a new competitor opening its doors soon? Focus your team on Preemptive Reactivation efforts. Do you see a normal downturn in visits and spend during the winter months? Look at the best players from your inner market to determine whether there are opportunities to drive an extra visit from those who live close enough to safely travel to you. Or, team up with the motorcoach staff to bring better players in by the busload. (Book fancy buses, of course!)
Begin looking at goals and objectives for the next 3 or 4 goal periods instead of one period at a time, and imagine the adjustments you may need to employ to ensure that they are in alignment with the property’s plans. Put together a Player Development plan with input from hosts, property operations leaders, and guests. Think about ways you can quickly turn the tide when the team’s (or the property’s) numbers don’t look so great, then come up with some concrete plans to do so when needed.
Use both successes and failures to learn how to do it better as you move forward. After all, the gaming business is evolving at a faster rate these days than ever before, and with tighter margins and less room for error. Understanding why your team is successful or not and having the information you need and the plans in place to maximize the results is key.