Think about the places you like to frequent; a coffee shop, a hole-in-the-wall deli…. a casino? What do they all have in common? Somebody probably knows you by name or already has “the usual” started for you right? Knowing and greeting guests warmly and professionally at a place of business (ESPECIALLY in hospitality) is more than just a courteous gesture; it has significant financial and emotional benefits that can positively impact the business, its guests, and team members. Here are some of the things I learned the hard (and fun) way in 15 years of Player Development.
Financial Benefits:
- Enhanced Guest Experience: Warm greetings make guests feel valued, increasing repeat business and recommendations.
- Increased Sales: Personalized interactions encourage guests to engage more, leading to higher spending and better call conversions.
- Guest Loyalty: Strong relationships foster loyalty, resulting in more frequent visits and higher spending.
- Reduced Marketing Costs: Positive word-of-mouth reduces the need for expensive marketing campaigns.
Emotional Benefits:
- Positive Atmosphere: Welcoming greetings improve the mood of guests and team members, enhancing the overall experience.
- Employee Satisfaction: Team members feel a sense of purpose and pride, boosting morale and productivity.
- Guest Trust: Frequent interactions build trust, encouraging guests to return and recommend the business.
- Stress Reduction: Friendly greetings alleviate stress, making guests feel more at ease and encouraging longer stays.
Financial Benefits
Enhanced Guest Experience: First impressions matter. But guess what? So does the second, third, AND fourth. When guests are greeted warmly, they feel valued and welcomed. The positive initial interaction sets the tone for their entire experience, increasing the likelihood of repeat business. Satisfied guests are more likely to return and recommend your business to others, leading to increased revenue.
This is also no longer a surprise and delight anymore; it’s the expectation. True gamblers expect to see a member from the Player Development department. You also can’t just do it once; you must be consistent with it.
Increased Sales: A personalized conversation can lead to more sales. When guests feel comfortable and appreciated, they are more likely to engage with team members, ask questions, and increase spend. Team members who greet guests can also use this opportunity to inform them about promotions, new games, or services, potentially boosting sales.
Think about it, when is the last time any of you answered a cold call or email (or God forbid a text that was clearly mass-sent)? You’re going to answer your phone more if you know the person on the other side and even more likely to convert on a call if you like them.
Guest Loyalty: Building strong relationships with guests is crucial for long-term success. A simple greeting is the first step in establishing a connection. Loyal gamblers are not only more likely to return but also tend to spend more over time.
They become brand advocates, spreading positive word-of-mouth and attracting new guests. I can personally attest that the majority of the best guests I had in my 15 years were ones I organically found, not inherited. Not all of them, but most.
Reduced Marketing Costs: Word-of-mouth marketing is one of the most effective and cost-efficient forms of advertising. When guests have a positive experience, they are likely to share it with friends and family. This organic promotion reduces the need for expensive marketing campaigns, saving the casino money. By the end of my casino career I was averaging 3-4 VIP referrals a period.
I also found that the most meaningful actions I took, usually cost the least amount of money. I had a VVIP who I found out was diabetic. So, I started taking her peanut butter crackers every day that I saw her playing. I barely had to speak to her (Let’s be clear, I did. But I didn’t have to). But she would never go anywhere else because she felt looked after. The cost? 75 cents per pack. The return? A 275% increase in play (mind you, she was already a VVIP so I’ll leave the numbers to your imagination) over 3 years and a lifelong friend after leaving brick and mortar gaming.
Emotional Benefits
Positive Atmosphere: A warm personalized greeting creates a welcoming atmosphere that can improve the overall mood of both guests and team members. When guests feel appreciated, they are more likely to be in a good mood, which can lead to more pleasant interactions and a more enjoyable experience for everyone involved.
Let’s be real; casinos floors are ALL about the vibe. When the vibe is off, people gamble less. It’s up to the team members to lighten the mood when the guests are losing, and it’s usually not an easy task.
Employee Satisfaction: Team members who greet guests often feel a sense of purpose and pride in their work. This simple act can boost their morale and job satisfaction, leading to higher levels of engagement and productivity.
Happy team members are more likely to provide excellent guest service, creating a positive feedback loop. I will die on this hill. If you exceed your job duties and expectations, the money will follow. Not the other way around.
Guest Trust: Trust is a key component of any successful business relationship. Interacting with guests warmly helps to build trust by showing that the business cares about its guests. When a guest trusts a business, they are more likely to return and recommend it to others.
However, just as easily that trust can be lost if you don’t follow through. If you mess up, fall on the sword early. The longer you wait, the worse it gets. If you say you’re going to follow up, MEAN IT. I had guests that I had to say “no” to often but they never got mad because they knew that I had their best interest at heart and always followed up with them. They knew that if it could be done, it would be.
Stress Reduction: For many people, visiting a new place of business can be stressful. A friendly greeting can help to alleviate this stress by making guests feel more at ease. This can lead to a more relaxed and enjoyable experience, encouraging them to stay longer and explore what the business has to offer.
Personally, this was also a stress reliever for me as well. It gave me an opportunity to walk around and have some host visibility on the floor rather than staring at a screen. This is also usually the only part of PD that other departments see regularly so it’s important to make the most of your time on the floor.
Personalizing guest touches at any place of business, not just casinos, is a simple yet powerful (and cost-effective) practice that offers numerous financial and emotional benefits. By creating a positive first impression, businesses can enhance guest experience, increase sales, build loyalty, and reduce marketing costs. Additionally, a warm greeting fosters a positive atmosphere, boosts team member satisfaction, builds trust, and reduces stress. Investing in this small but impactful gesture can lead to significant rewards for both the business and its guests.
I challenge you all to audit your Player Development teams, also your entire front line to see how well you are executing on this. Player Development is of course meant to drive revenue from the casino’s best guests, but it’s also meant to be fun. In my experience, whether it was sports, school, and especially being a host, I always had more fun when I became better at something. Every casino has slot machines, amenities, and shiny lights. What the other casinos don’t have… is you.
Let’s make your casino stand out! Contact me today to discover how PILLARS can help your Player Development team! kkuwabara@synergyis.us or 760-534-1187
