I’m sure every casino employee in the country can recite the alphabet. But I’m most interested in helping them with the ABCs of great customer service.

I mean this literally. In this column I will walk you through some words that start with the letters A, B and C, and explain why they will help you do a better job of taking care of the most important people who walk through your casino’s door–your guests.


Letter A | Appreciation, Attention and Awareness

These three simple things should be top priority for casino employees as they go about their day and provide guests with the service they deserve.

Appreciation. One of the most important elements of guest service is showing appreciation for the guest. If the guest chooses your property and doesn’t feel appreciated for the decision they made, most likely the guest will not return. They’ll spend their time and money elsewhere.

Attention. Attention is something everyone wants. Giving the guest personal attention could mean just smiling and walking by because that’s what the guest prefers. It could mean using their name or remembering what they like to drink or how they like a sandwich. This tells them you care about them and want them to come back.

Awareness. Guest service is based on awareness. You must be aware of your guests – their facial expressions, the way they sit and what they’re doing. By being aware of those things, you put yourself in a position to help them.

Letter B  | Believe, Be Prepared, Best and Better

These little gems will give casinos a leg up on the competition by helping them provide stellar guest service.

Believe. You need to believe that the guest you’re talking to and you’re interacting with is the most important person on your property at that given moment. If you don’t, the guest will know it. When you believe in the importance of guest service, it shows.

Be Prepared. When it comes to helping guests have a better experience, one of the problems gaming employees run into is their own lack of preparation. They haven’t put any real thought into making sure that each guest has a great experience. Be prepared! That may mean showing up for work 15 minutes early so you’re ready when your shift starts. Study the restaurant’s menu, familiarize yourself with that day’s specials and be aware of new shows or promotions.

Best. You should want to be the best. You should strive to be better than just good. Give it all you’ve got whenever you’re at work, because on the property you’re part of the entertainment. You are on duty 100 percent of the time.

Better. There’s best and then there’s better. I don’t know anyone who always achieves his or her best, so that means all of us can always do better. Make a habit of finding ways to do your job better.

Letter C | Cha-Ching, Challenge, Communication, Confidence, Consistency and Courtesy

Casino guest service can be challenging, but it’s fun when it’s done right, and it can mean money in the pockets of casino employees. Guest service also relies heavily on communication, confidence, consistency and courtesy.

Cha-ching. When you provide great guest service, it means money in your pocket. Guests are willing to pay for a great experience. After all, they’re visiting your property to be entertained and have fun. You are compensated for being part of the entertainment.

Challenge. Guest service can be extremely challenging. Dealing with these challenges is not easy. See them as an opportunity to provide better service, as an opportunity for you to show your property in the best possible light and help even the most challenging guests have a great experience.

Communication. Many times, guests believe they did not receive good service because of poor communication. If there had been better communication up front on the part of the employee–more questions asked, more listening–the whole process might have gone more smoothly, and the guest probably would have walked out feeling like they had been heard and appreciated.

Confidence. People who provide great guest service do so with confidence. Smile, make eye contact and know you’re going to help a guest in any way you possibly can. When a guest sees that, they let down some of their defenses. They want to be helped, so be confident in the service you provide and the way you provide it.

Consistency. Put this word in capital letters and underline it, because inconsistency is a killer. If I come to your property, order my steak medium rare and it comes out perfect, I’ll expect that same perfection every time. You and everyone else on the staff must have consistency in the exceptional service you provide.

Courtesy. We could all stand to brush up on our courtesy skills. It’s your job to say simple things like “please” and “thank you.” Don’t just look and point, but actually get involved with guests.  Be courteous by tending to their needs.

Martin R. Baird is chief executive officer of Robinson & Associates, Inc., a Boise, Idaho-based consulting firm to the global gaming industry that is dedicated to helping casinos improve their guest service so they can compete and generate future growth and profitability. Robinson & Associates provides guest service training and employee incentive and recognition programs, as well as presentation skills training, management skills training and team building programs. The company is a member of the Casino Management Association and an associate member of the National Indian Gaming Association. Robinson & Associates may be reached at 480-991-6420,
mbaird@casinocustomerservice.com
or via its website at
www.casinocustomerservice.com.

By Martin Baird

Martin R. Baird is CEO of Robinson & Associates, Inc., a customer service consulting firm that works with casinos around the world. He is creator of the company's Advocate Development System, and author of  Advocate Index: An Operational Tool.

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