There is so much player data available in casinos today that very few operators are able to fully utilize it. It’s a fact of life that analysis paralysis overcomes us all at some point, but that same information can make us better marketers. And knowing which players to contact in order to achieve a particular goal will make your casino hosts better at player activation, retention and acquisition.
Reviewing host goals and determining whether they are the right ones often requires a deep dive into an analysis of your database. Before you can adjust what the host’s targets should be, you have to know which of your players should be coded to a host (and how existing host lists need to be adjusted), how much play you can expect from the player in question, and whether your hosts need more or different tools in order to drive that play. Use your review to determine what tasks must be done to achieve the goals and when, then compare that with what the hosts are doing each day. Perhaps an exercise in time management will provide everyone with a better understanding of the activities that make up your hosts’ shifts. If they’re spending very much time on tasks that aren’t directly related to driving more visits or play from your very best players (defined however your property defines the very best), something needs to change.
Along the way to finalizing any adjustments you decide to make to the hosts’ goals, it’s important to take a moment to plan how you will measure them. You’ll want to be able to share updates as the goal period progresses. Ideally, everyone on the team should know where they stand daily in terms of achieving both theoretical and performance targets. If your database team can’t manage daily updates, then at least have a process in place to get weekly reports on the relevant metrics to keep the team on pace. It really stinks to think you’re doing alright and then barely miss the target, particularly if you or your team are bonused for achieving (or exceeding) goals. Use benchmarking through the entire goal period to determine whether each host is on pace for each of the elements of his goals. Compare the time elapsed or remaining in the goal period to the amount of progress made toward reaching the goals. If you’re eight weeks into a quarterly goal period, your hosts should have achieved about 67% of the theoretical, trips, increased activity levels, frequency, new members, reactivations, bookings, contacts, etc. that you asked them to at the beginning of the quarter. If you’re at week eight, you should have a good idea who’s going to make it and who’s not, and you should have a pretty solid lead on why.
Regular updates (again, ideally daily) will quickly guide you to the areas where progress is lagging behind. If this information can be provided directly to a host who will be motivated to respond accordingly, then get it to him and let him loose! In other cases, however, the team leader is going to have to sit down with someone who’s not making the grade and determine a course of action to get both the host and his numbers back in line. (Harvest Trends’ one-to-one coaching series offers some assistance, should that be necessary.)
If it turns out that your host team isn’t on target to achieve their goals, don’t despair. Take a good look at the situation and figure out how to turn it around. Use the tools at your disposal to make the necessary changes to get your team back on track. Guide your Player Development pros daily to keep them on the path to success. You can do it. They can do it. Harvest Trends can help.