Tag Archives: customer-centric

Why Being Customer-Centric is Important

No matter what business you’re in, it pays (literally!) to be customer-centric. Whatever you do, you have customers, and understanding their needs and preferences is part of your responsibility to them. Why? Because part of any customer’s expectations of someone with whom they do business is that their needs will be met and that they won’t be disappointed unnecessarily throughout the process. This is implied, of course, but those businesses who fail to meet their customers’ needs and who disappoint them will not keep their patronage for very long.

In the casino industry of late, there has been a lot of talk about how to engage The Millennials in bricks-and-mortar gaming. Most of the articles I’ve read on the topic say something like this: ‘The adults of the digital age have come to expect a personalized experience. They prefer interactive entertainment and seem more likely to play table games or forgo the casino entirely and play on a mobile device. These preferences seem to be based on their online experiences in an increasingly connected world.’ So it follows that understanding this generation and meeting their expectations and preferences would give the savvy, customer-centric casino operator an advantage over his competitors who do not. This is true of many businesses who find themselves striving to remain relevant to a younger generation.

In retail, buyers and sales clerks need to be customer-centric in order to understand what their customers hope to find in their stores and provide that. Salespeople anticipating a shopper’s needs by observing body language and actively engaging them in conversation is a customer-centric practice with real value. Unlike in casino gaming, a retail operation with a customer-centric focus is not appealing to just one desirable segment of their potential customer base. Stores benefit from successfully engaging with patrons of all ages and socio-economic strata…and will earn their repeat business.

In B2B settings, being custom-centric is even more important, because providing the product and/or service you offer is an act of faith in your business on the part of your clients. Being both proactive and appropriately reactive are beneficial in this world, by first offering the best product or service you can at a reasonable price and then by understanding the business problems of the customers you serve. Doing this well will keep them with you even without long-term contracts…they will stay because you “get” them. (Again, the principle applies to most kinds of ventures.)

For those who work in service industries, much like in the casino world, understanding the individual in front of you and providing them the best possible experience is a game-changer. Whether it’s in a hotel, a restaurant, a sports arena or a movie theater, each of your customers has come to you with an expectation of their very own. It’s up to you to meet that expectation. Automatic assignment to one’s favorite room, a sample taste of a new dish, acknowledgement of the next person in line, treating people with professional familiarity when you’ve learned who they are, all these kinds of behaviors will set your operation apart from those of your competitors if you’re doing it right. It’s basic customer service, but with the personal touch.

So why is customer centricity an important component of any business? Because it buys you more business. Inexpensively, easily, manageably bought repeat business. It gains you customer loyalty because you have shown that your operation is worthy of it. I agree (in part) with Sir Richard Branson’s assertion that creating happy employees make it easy to create happy customers. I suggest this addendum: Empower and encourage your employees to conduct your business in a customer-centric way. Reinforce positive outcomes, address performance weaknesses, and you’ll have a winning combination.

Customer centricity is important because it is the best way to get, delight, and keep your customers. If they know you are willing to understand and accommodate them, they will reward you with their ongoing loyalty. Use analytics to ensure you’re applying this appropriately across your enterprise, and your customers will reward you with greater profitability. Then everybody wins. Happy employees, happy customers, happy stakeholders. Everybody wins.

Events (& Tips!) for Casino Hosts

When you’re looking at your player list trying to come up with ways to engage your patrons and get them to make a return trip soon, planning something with a broad appeal might seem like the way to go. But in reality, many players whose patronage warrants invitations to exclusive events are looking for a little special treatment. There’s not likely to be any single event you can do which will appeal to everyone you’d like to reactivate, for example. (Think of the invitees as the individuals they really are, and you’ll quickly see why.) This means that having a variety of event types in your repertoire is a good idea. Here are few to consider.

The Friendly Competition Team up with another host at your property and decide what sort of competition you want to have. Ham it up and go with armwrestling or a video game showdown; cheese it up with a craft-making competition or an online silly selfie contest; heck, you could even do a spelling bee. Involve the whole host team or even invite others. Feeling bold? Team up with players. Whatever you decide, make it something compelling to watch. Then set the stakes for the contest. You could have the “loser” host shave his head (set the shave date in the future and maybe drive two trips). How about a parade through the casino for the winner, complete with loud music, balloons, and a handout of some kind for the guests on their route? Again, make the stakes and the spectacle worth watching. You can do prizes for patrons in attendance if you like, too.

VIP/Executive Roundtable Guests love to interact with executives when they can. High-end guests feel as though their patronage should give them a seat at the table, so why not give them one? Light hors d’ouvres, light cocktails, and round tables surrounded by comfortable seating set the stage for a dialogue that will make your players feel important and provide insights to your executives. (Especially effective if Ops Execs participate!) Just remember, make no promises and always be sincere.

Paint & Sip Appeal to the artistic and/or wine lovers on your player list and do a fun, reasonably- priced relationship-building event. The host should be painting and sipping too for the record, to share in the experience and give everyone the same opportunity for praise and encouragement. A friend of mine did one of these and felt as though this event would work again and again. Handpick small groups and keep the atmosphere mellow.

Spa Day/Massage Therapy Do you have players who own their own businesses or who are raising kids? These folks migh not take adequate time to recharge unless encouraged to do so, so provide them a good reason. If your property doesn’t already have a spa, talk with those around you and work out an equitable way to provide the service to your patrons. Setting up on property is preferable, but you could add a fun element if you have to “road trip” your guests to an off-property pampering.

Hometown/Region Celebration This could take many forms, but is based on bringing in patrons from a particular geographical area while appealing to hometown pride. Invite only those from your target area and encourage them to bring a friend if they like. Feature decorations that emphasize the unique qualities of the area, serve local favorite foods, play music about or from the region…you get the idea.

Plus, Bonus Tips! To make every event a success, there are a few things to consider throughout the process:

  • Harness the power of social media. Tweet, post, blog, stream, and share before, during, and after to maximize engagement. Tag your guests! (If you haven’t already, consider – within company rules, of course – setting up profiles for use only with guests to share directly with them… keeping your personal accounts “private”)
  • Ask for feedback. Give your guests a score card or link to an onlie survey asking what they thought or for ideas for future events to ensure you’re hitting all the high spots. I’ll bet you will get some great stuff from this!
  • Include others. Ask co-workers to team up with you, invite the chef to talk about the food, have executives stop in, and encourage patrons to invite friends when appropriate. Many years ago, we invited one of our patrons (who also owned a nursery) to do a VIP presentation on preparing your garden for winter. We got lots of brownie points for that one!
  • Build relationships. Use people’s names, show appreciation, introduce guests to one another, and share the stories that keep them laughing. This will pay dividends in the form of stronger bonds between co-workers and yourself, between guests and associates, and among the guests themselves.
  • Get creative! Anyone who’s been in or around the casino business for very long knows that we recycle a lot of the same events. (Or do a “tribute” to competitor’s successful event.) Come up with ways to keep things fresh: do a fun theme, switch up the details (think middle 25 scores win the tournament), or combine elements from more than one event.
  • Remember to have fun! Ultimately, your guests return to your property because it’s an entertainment experience. Don’t let them see you sweat if things go awry, resolve that the show must go on, and have fun with it. No matter what.

For more event ideas, see our first post on the topic. Got ideas of your own you’d like to share? Tell us all about it in the comments below or email them to Amy at ahudson@harvesttrends.com!

Casino Marketing and Technology

Harvest Trends recently debuted a new CRM product, built specifically for casino hosts and their team leaders, at the first combined Casino Marketing & Technology Conference in Las Vegas. While we were there, we met lots of great folks and heard some very informative sessions on the challenges faced by casino marketers and how those challenges can be overcome. As a result, the conference, which provided the perfect blend of marketing & technology information to casino operators from around the world, introduced us to (and reminded us of) some things that will enable casino marketers to be more competitive in an increasingly connected and customer-oriented marketplace.

Steve Browne and Dennis Conrad of Raving Service and Raving Consulting, respectively, were each the recipient of a Lifetime Achievement Award during the conference. During their acceptance speeches, they both repeated their oft-stated opinion that casino marketers are behind the curve when it comes to utilizing technology to effectively communicate with and market to their patrons. (After the conference, Amy spoke with a high-end blackjack player who confirmed that these gentlemen were correct. Not only do casino patrons often receive offers that don’t apply to their preferred activities, but the offers are sometimes seen as insulting or inconsiderate of the effort the patron would have to expend to take advantage of the offer, even when they are interested in them.)

The next day, Tim Huckaby (CEO of Actus Interactive, who is also an executive with Microsoft and several other prestigious technology companies) told attendees of the final afternoon keynote how technology, hardware, and associated software have continued to become more affordable and how they can improve engagement and interactivity between patrons and the brands they like. This means that affordable solutions to many problems encountered by casino marketers are readily available…but as an industry, we tend to stick to the tried-and-true, even if it’s not working as well anymore. Tim’s keynote indicated that it’s no longer prohibitively expensive to utilize the latest tools and integrated services to draw in new patrons and continue to keep them interested using a combination of technology and service.

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Long story short, there are a number of technology companies who are positioned to partner with casino marketers to enable them to meet customer expectations and drive more bottom-line revenue for their property. The gaming vertical is virtually crowded with vendors who can simplify the processes necessary to provide a more customized experience to casino patrons. It really is as simple as finding the right partner to help with your mail segmentation (and testing programs), modify your messages to make them more amenable to variable data points, identify your players of interest and opportunity, manage your communications with them, and track the effects of your efforts so you can refine them as you go.  To make it even more advantageous, you could choose only the services you need to keep costs in line. Bringing on a technology partner doesn’t mean you’ll have to invest a ton of money in software or hardware, nor does it require a long-term commitment in some cases.

If you found a partner who could enable you to do almost anything your heart desires, what would you do? What A/B testing would you conduct? How many segments (and by what data points) would you divvy up your mail file into if there were no limits? What changes would you make to your rewards program or club tiers or player development function?

When you have the right technology partner, virtually anything is possible. Do some online research, talk with your counterparts or folks with similar titles at other properties, go to a conference, do whatever feels right to you; but start looking around to discover what resources are available to help you do what you do even better!

Ask Harvest Trends how we can help you accomplish more and spend less, driving more bottom line revenue and patron satisfaction. It’s what we do.