If your organization is going to compete in today's fierce marketplace you must think progressively. The first place to take action is with your players. You can no longer assume their loyalty - you have to work at loyalty. By forming caring and open relationships with your players, you will keep the players you have and attract more. Take the time you need to develop a plan that will improve the organization experience for your players. Once implemented, your organization will be ready for whatever changes come its way.
Here are 10 "Shifts" that will help you improve and maintain player loyalty:
Shift 1. Become Problem Solvers.
You and your staff need to be "problem solvers." So become an interpreter of what players need and value. Sell your ability to solve your player' problems. They made the choice to come to your casino and use your services. Once they're in contact with you, prove that you deserve their business. They are now in your hands and dependent on your wisdom to provide a solution.
Shift 2. Bet on what you offer.
Dazzle your players with your knowledge. Show them you know your business and demonstrate your expertise. You need to showcase your knowledge, as you understand your casino's player's needs. Identify, individualize, and continuously interact with players. These personal interactions force you to grow and serve.
Shift 3. Create an individualized player plan.
Players have heard it all. They want to know why your suggestions are the best solution to their needs. It is not about winning...even though they think that is all that matters. It is how they are treated when they lose. They want to know how you have individualized your treatment plan to them. This is their life, their dream, and their free time. They want to know that you care, that you understand their fears, and that you will treat them as individuals.
Shift 4. Ante up for your players.
No two players are alike. One-to-one interaction allows personalized, relevant, useful, and nurturing contacts to be managed as a process. (Even the most inarticulate nurturer can be supported with an online menu of letters, memos, notes, and other expressions of true sentiments.) Treat your players the way you want to be treated. Remember that the experience starts when they sign up for the casino loyalty program or the line of credit. Make sure the experience is enjoyable and the staff is friendly and helpful. You don't want disappointments to "double down."
Shift 5. Offer Targeted, Precise, "Texas hold 'em' solutions.
Do not offer a "historical" approach to a problem. When the pilot of a fighter jet has his target in site, he gets a tone, which tells him that he has locked onto his target. We get "tones" all the time, but do we listen? Most players will tell you what they want. They provide the information you need to be successful. Unfortunately, most casino loyalty program desk clerks do not really listen. They tell the player what they have been programmed to say. Instead, they need to be flexible in their approach. Manage the casino player expectations.
Shift 6. Focus on keeping your current players.
Just like any business, you'll spend more money to get a new player than to keep an old one. So why do we forget about the players we have and constantly try to get new ones? A simple follow up once a quarter by email, phone, or a personal meeting with each player to determine their needs will be rewarding to both of you. At this time, you can ask for a testimonial that you can show to other prospective players. If they are unhappy with your service, they will now tell you they can't provide a testimonial.
Shift 7. Stay positive.
Use emails, phone calls, and personal notes for making "touches that matter." People remember people who intentionally create experiences that make them feel special. Keep it positive. Often, players weren't happy that they were turned down, had to pay points, or simply were not treated as a valued players. Let them know you care. Here is your chance to hear their "tone" and react accordingly. Remember that referrals are the most cost effective way to grow your business. Treat each 'conversation' as a way to get more referrals.
Shift 8. Take pride in your solutions but don't take all the credit.
An attitude of gratitude with your team shares the results and encourages continued nurturing. Make sure your staff understands their role in keeping your players satisfied. Nurture this relationship. Dissatisfied employees cannot keep your players satisfied.
Shift 9. Even winners often lose. Turn losers into winners.
Without a regular maintenance program, 40-60% of all players probably won't choose you again. As such, you will lose revenue, referrals, and continuity. So stay in touch often. Be aggressive and generous. Often, providing the little unexpected extra is all it takes to keep your players returning to your organization. Offer easy to win, lower value rewards. Never let someone staying at your hotel leave without providing a "bounce back" offer. The offer could be a free room valid on your slowest day of the week or a free buffet dinner when a second on is purchased, or something from the gift shop. Whatever it is, just do it!
Shift 10. Stop pondering the past and begin nurturing the future.
Failure is the second cousin to success. Realize that changes take time. If your patience fails, learn from it.
