A Customer Driven Organization

The economy is down, and challenges are up. Casino operators are pressed to sustain revenue. The key to sustained revenue is creating a customer-centric gaming operation.

A customer-driven operation is one that has recognized that the typical organizational structure, with the CEO at the top, must be turned upside down to put the focus on the players and customers. The vision of the organization includes the customer, and the focus is no longer just on customer satisfaction. Today’s focus is on exceeding player expectations.

Becoming a customer driven gaming operation means everyone’s collective efforts being focused on the vision of the organization and the mission at hand. Exceeding customer expectations is no small feat. Leadership must ensure that this value is consistently communicated, which helps foster a team culture that is solidly entrenched in achievement, continuous improvement, and player focus. An organization will barely survive if customers are satisfied. But the casino will thrive if players are captivated by a memorable gaming experience.

Create customer loyalty by going the extra mile for your players. Look not to satisfy them, but to exceed their expectations. Do more than they expect and you will captivate them. A captivated player becomes a loyal customer full of word of mouth referrals. Word of mouth is still the most powerful form of advertising. Loyal customers tell their friends and family, who then also become loyal customers, who then tell others and so on and so on.

Consistency is very important toward creating customer loyalty. Many businesses are very accommodating with a new customer, but tend to get lazy as times goes on. Too often, casinos focus on getting new players, which costs five times as much as keeping an existing player. As a result, they fail to maintain their service standards with existing customers. Instead, they should be revitalizing and improving relationships with existing players. Research also shows that 70% of the customers that take their business elsewhere do so because of poor or rude service.

Nothing is more important to an on-going customer relationship than consistent focus toward exceeding expectations.

A Customer Driven Organization