Casino Player Healthcare Business Development Strategies
In my role as a senior vice president with the Fine Point Group, I have the pleasure of interacting with tribal and commercial casino marketing departments in gaming jurisdictions across the country, and, literally, around the world.
No matter where player development reports, you likely have an opportunity to extract significant revenue improvement from your VIP customer database by using simple data analysis coupled with a proactive sales approach to guest hosting.
Late last year, our firm was asked by a multi-property tribal casino operator in the upper Midwest to assist them with an overhaul of their player development program.
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The tribe owns and operates multiple casinos and restaurants, hundreds of hotel rooms, thousands of slot machines and table games, entertainment venues and even golf courses. They have all the amenities that would cater to VIP-level guests, but had hired only two casino hosts who had never been given any clear direction on how they should be spending their time. This left very little time for them Free Spin Casino Verite Downloads Chrome do the job for which they were hired—building relationships with high-value gamblers.
Neither host was thrilled with the direction of their careers. By diagnosing the issues and creating a new plan, we utilized the following three steps to guide us through the process:. Define a VIP at your property and assign guests to hosts using a data-driven player development segmentation.
The answer is probably both, and is unique to your property and company based on your market, Casino Player Healthcare Business Development Strategies and customers.
How your team manages those accounts is what makes the difference in terms of maximizing the value created by your host team. In fact, you may decide not to assign this type of guest to a specific host because everyone that works on property is their host.
Everyone from the general manager to the slot attendant is likely familiar with these high-frequency guests and their preferences. Make sure you have the right human resources and train them on techniques designed to drive desired guest behaviors within your player development segmentation strategy.
Train your hosts to liberally communicate and reinvest in new loyalty program enrollees that play at a VIP level. Hold your host team accountable for results. Meet with each host on a regular basis and review progress relative to their assigned revenue targets within your segmentation.
Use these meetings as an opportunity to understand any challenges they are having from a product or service perspective. Open lines of communication can go a long way in creating loyalty within your VIP customer base and your host team. Because our client was totally committed to flawless execution of a data-driven, proactive player development strategy, the revenue results far exceeded client expectations.
In the first five months after implementing the new player development strategy, VIP gaming revenue was up Needless to say, you have nothing to lose by using these simple and cost-effective techniques to steal VIP market share from your competitors within this highly profitable business segment. Skip to content FebruaryOperations. The Law of Slots.
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