Today’s gaming industry is about the overall entertainment experience. The key to increasing your customer base of players has nothing to do with price or product. It’s more about emotional connection. In the past measuring customer loyalty was a challenge mostly because casinos often didn’t understand loyalty. We now know that loyalty is tied to consistent and positive points of connection. Because emotions are perceived as soft, messy, and hard to deal with, emotions make many casino operators uncomfortable. Gaming organizations can’t ignore this critical ingredient anymore because the emotional connection with a customer is the basis for creating and building player relationships.
How can we measure the emotional effect on loyalty? The Gallup Organization suggests using measurements that assess things such as overall brand loyalty, confidence, integrity, pride and passion for the brand. The brand can be the casino’s name, its products or services, its
people, its policies, etc. Although many of these areas refer to the gaming product or service, connecting with a service provider has a huge impact on the customer’s perception of the brand.
If you want to find out who your loyal customers are, find out how likely they are to recommend your gaming establishment to their friends and family. Remember, one of the key measurements of loyal customers is their desire to recommend your casino. There is a direct and strategic correlation between an organization’s revenue growth and its customer loyalty score.
How does your casino measure customer loyalty score?
-Sebastian Font, VP Executive Coaching
Holding on to Player Loyalty
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