Blast From the Past

I am cleaning out my computer files and found this old article. How old? I’m not sure since there was no date on it. In fact I don’t know whether it was ever published. But by some of the details – and the fact I hadn’t changed “slot club” to “players club” – I think it was written many years ago. But it proves that, although much does change in the casino world, so much stays the same! 

         If I Ran a Slot Club

If I ran a slot club, I’d run it in the morning, I’d run it in the evening, all over this land. My apologies to the folk song, but I’d institute so many user-friendly and consumer-kindly policies that it would be the most popular slot club at any casino in the country, and all the other slot clubs would have to follow my lead to compete.

First, I’d put the club booth in a very easy-to-find section of the casino, probably near the main entrance, near the front desk. Why hide it in a corner? I’d hang plenty of signs directing players to it. I’d WANT people to join.

I’d consider every slot club employee a casino host. Their job isn’t just to issue player’s cards like robots. Booth personnel are often the first employees a customer talks to, and the old adage is still alive and well – you only get one chance to make a good first impression. I’d hire only those with good people skills, pay them well so they’d stay on the job, train them so they’re familiar with the whole system, and give them the authority to issue basic comps; most people will not utilize the “roaming host” system.

I’d keep the slot club open whenever my casino is open, even if that means 24 hours a day, and staff up at busy times so members don’t have to wait in long lines. The members wouldn’t have to play the which-line-will-go-faster guessing game at the booth; I’d use stanchions and ropes to funnel people into one line, from where they’d fan out to the next available agent.

I’d have a clear set of club benefits, written in plain English, in a readily available brochure. Customers would know exactly how many points they need for a comped buffet, a free room, or $1 cash-back. No one would need to be a mathematics professor to figure out my simple system. All members could check their accounts right on the machines. No one wants to stand in line at the booth just to check how many points he has. All unused comp benefits would go back into the account. Also, my system would be able to update points immediately; players don’t like to wait a week for their points to appear on their accounts.

My toll-free number would not be 1-800-TOOCUTE. Customers trying to translate the letters to numbers get annoyed.

I would send out promotions several months in advance so out-of-towners could take advantage of low airfares. I’d also mail out a quarterly calendar, listing all the promotions planned. I would NOT send out pre-printed Christmas or birthday cards to members, signed by some casino honcho they don’t know. I really hate impersonal cards from businesses; I wouldn’t inflict them on my customers. Instead, I’d send them a small present—bonus slot points, a free meal, a logo gift, or a free night’s stay.

I would NEVER EVER change the rules of my club without notifying every member in a specific individual mailing. Reducing benefits should be avoided if at all possible; but if it became necessary, I’d give members at least a year to redeem their points under the old system. Nothing will drive away customers faster than to take away something they feel they’ve already earned. I’ve seen this happen and it’s a public-relations nightmare. Similarly, I’d leave earned points on the member’s record for a long time. You might not have been able to visit my casino for a couple of years, but when you do come back, you won’t see that your points have disappeared.

I wouldn’t send out coupons and vouchers that are more trouble than they’re worth. Why compel customers to stand in line at the slot club to turn in a coupon for a voucher that must be redeemed at the cage where there is another long line? Why not a coupon that can be redeemed at any change booth?

I’d never run an unfair promotion, like a slot-point marathon where quarter players are competing with $5 players. People like a promotion where everyone has at least a chance to win. Nor would I run a promotion that isn’t well publicized, by individual mailings and casino signs. And every casino employee would be well briefed on all promotions. My players would never learn, after the fact, that they qualified for a bonus, which no one told them about.

I’d treat my members like the VIPs they are, and not just with parties, gifts, and comps, but in ways that don’t cost money. I’d insist that my employees call them by name whenever possible, giving each customer individual attention like he or she was the only guest in their casino. Every one of my customers would feel so special that they would want to make my casino their “home casino.”

 

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12 Responses to Blast From the Past

  1. ken orgera says:

    Is not gambling revenue down on the strip, where the paytables and players clubs are the worst for quarter players?

  2. Tosca Cobbien says:

    Jean you summed up Good Customer Service. I sometimes think Las Vegas and other tourists destinations forget customer service because they feel people are going to come.
    What they don’t think about is they run away many new and old customers. A couple I know thanked me for telling them how Las Vegas resorts/restaurants act like people should know everything when they arrive. I shared with my friends as much as I could and that prevented them from having a trip wasted while trying to figure things out (long walks, Walgreens, restaurants, transportation). Hopefully some of the casinos will read your article and apply your concepts. The recession hit everyone not just the casinos and good customer service could help make everyone feel appreciated.

  3. William Clark says:

    It seems that this should be read by the BOSS MEN of today’s casino clubs. It might bring more friendly overtures to the clubs of today.

  4. Kevin Lewis says:

    But why would the casinos (no apostrophe, gang!!!) institute such changes when they have made the gambling experience gradually worse in every way and people are still flooding in? They were worried that reducing slot club benefits to 0.1% or worse would decrease the number of players–it didn’t. 6:5 blackjack, resort fees, the destruction of fullpay VP, charging $10 for parking, security guards randomly kidnapping people and selling them to Eastern European body parts brokers–none of that has inhibited the ol’ Vegas gambling urge in any way.

    So if I was running a casino, I would charge people $50 to join the slot club, and $100 if they wanted “Platinum VIP” status (which wouldn’t convey any additional benefits whatsoever). The points could be redeemed at the rate of one hot dog for every 100,000 points earned. Everybody would get a nice shiny badge to wear with their name on it! And you know what? There would still be a long line at my player’s club booth.

  5. mark ford says:

    jean,
    any chance your slot club would sponsor a wet t-shirt contests for guys over 39+…,
    and give away race horses and golden gloves for players?

  6. patricia gura says:

    Wow, how awesome would your player’s club be! It is basic common sense, but the big wigs who run the casino’s do not have an ounce of common sense, so we are stuck with what they think is best for all gamblers. Was fun to read, and dream about…..

  7. tom scheffert says:

    I’m gonna cross the ‘500 casino’s visited’ on labor day weekend and haven’t found this casino yet but i’m still looking!

  8. Howard says:

    Amen,sister!!!!!

  9. Grave S Huston says:

    I was thinking after reading this, I would like to take this and show it to the casino’s where I play. They could use this as their mantra!

  10. Mary Jean McCarty says:

    I wish you owned all the casinos!! that article says it all.

  11. bobappic says:

    …and your comments are as relevant today as they were whenever they were composed! Unfortunately, green eye shades seem to ruin the clarity of vision of those making the decisions for the casinos.

  12. Jean T Mothena says:

    Sounds like a club I’d like to join! I do think that you’re right that it was written quite a while ago – how many years has it been since casinos have had change booths?

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