Technology Delivered Customer Service 1998
Speech prepared for the Technology and Gaming Conference on how changes in technology will create enhanced customer satisfaction.
By Andrew MacDonald
Casino Manager, Conrad Jupiters, 1997
The competitive edge of the 90s | Firstly, it is important to analyse the existing impediments to providing exceptional Casino customer service. | How then are comps generated, collated and disbursed? | The problems associated with the system are… | How then might these issues be resolved? | Now that we’ve got the person into the Casino, provided them their game of choice and given them back some added value in complimentary benefits its time to see what they think of us. | Firstly, it can be used to establish customer demographics… |
Firstly, it can be used to establish customer demographics and based on developing a socio-economic profile of your existing customers it is then possible to utilise other database sources to mail direct to targeted potential clients who meet your profile but aren’t already using your product.
Secondly, it enables you to target lapsed customers and attempt to reactivate their play.
Thirdly, it can be used to identify customers whose play has diminished over time and may be moving towards being lapsed customers.
Recently in an attempt to increase membership of Casino Rewards, our sister property, the Brisbane Treasury Casino, used profiling to very specifically target potential customers with a direct mail offer including membership. Interestingly, Treasury mailed 20,000 pieces using a fairly scientific and targeted approach while as a control Jupiters mailed 20,000 pieces to selected postcodes and the difference in response on this particular occasion was not at all significant. In fact the response rate was higher for Jupiters. Perhaps the offer was too weak, however, it was an interesting project.
Working with lapsed and lapsing customers is an ongoing issue and the use of detailed, quantifiable information is essential in this process. These customers are also a potentially valuable resource as we at least know they have demonstrated a propensity to gamble and have an interest in the product. Once identified it is possible to structure specific offers or invitations to reactivate their play or perhaps stop them defecting to a competitor. As we know research shows it costs 20 times more to get a new customer than to keep an existing one.
Keeping customers and encouraging new participants may be achieved by adding significant value to the product through strategic alliances and cross marketing opportunities. Casino Rewards Members have the opportunity to benefit from their membership not only by using the Casino facilities but can also receive discounts and hugh savings from a wide variety of companies such as Wallace Bishop Jewellers, Hertz, Action Liquor, Sea World, Joe Richards Menswear and many others.
As an example of the cross marketing opportunity which is a win-win to two quite different companies we recently held a Mobile Madness promotion. Participants had to earn 2 Bonus Dollars in a single day or had to play a table game for 2 hours or more in a day with a minimum bet of $15 or more. Once qualified, participants received a free Motorola digital phone and Optus Network connection. Also all were in a weekly draw for an accommodation and show package with a grand prize of a Las Vegas holiday.
Win-Win. Optus were given access to our database and 13,000 daily visitors, while Jupiters was able to provide a large number of prizes with a high perceived value at no cost to the business. And of course, the other winners, as usual, our Customers.
