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… |

Comps are generated by a customer’s play of games within a Casino and relate to the amount either they turnover or might lose on a theoretical basis. To capture this information Casinos have staff “rate” players action. How long did the person play, and how much was their average wager? Take this and input it into a computer system for the particular player and then calculate a turnover, theoretical loss and comp. availability. When the player leaves, or asks for a comp. the computer system is checked to determine if the player qualifies for the benefit and if so it is provided. Sounds simple. It is, but it is also of questionable accuracy and may inconvenience the player.