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… |

One such case study is the provision of complimentary benefits (comps) to Casino Table Game Players. These benefits include food, beverage, accommodation, airfares, etc. Comps are providing for various business reasons.

· To provide recognition of a players value.

· To give something back and thus add value to the gaming transaction.

· To assist players in rationalising their gambling behaviour. “I had a great trip. The Casino looked after all my room, food & beverage costs, took me to a great show and even paid my airline tickets.” Retail cost may be $10,000 as an example but the player had to generate a theoretical loss of $30,000 to pay for it. No bargain there. “Pay” $30,000 for $10,000 in value? But, you get the thrill of the game and the chance to win. So if the player does lose, all the “freebies” help justify the trip and they “know” they’ll win next time.