Casinos Should Gauge Guest Advocacy, Not Satisfaction
5th December, 2007
A marketing expert is urging casinos owners to measure their success on how many guest advocates they have, rather than how satisfied customers are individually.
The number of players who return to a casino on a regular basis is a better measure of how well it is doing than guest satisfaction, according to Martin Baird, chief executive officer of consultants Robinson & Associates.
"Guest satisfaction surveys and comment cards are a waste of time, energy and money," he said.
"If marketing directors need to do more, the best way to start is by dropping activities that just burn time and generate no meaningful results for the casino."
Mr Baird added: "Harvard University published research that shows that the concept of satisfaction is fickle and everyone in gaming knows how fickle guests are.
"Casinos should measure how many guest advocates they have because advocates create repeat and new business."
Casinos are being urged to focus on enticing guests to play on their floors again and again rather than spending too much money on tempting new players.
The UK has seen a rise in the popularity of both online and land-based casinos in recent years, with government figures showing the betting and gaming market saw a turnover of more than £91.5 billion in 2006.
