Reducing the effort guests must make to enjoy their visits will net you happier guests , and happy guests tell their friends and family good things about you .
Apple does not see a direct ROI from their Genius Bar . However , they see it in their brand loyalty every time they announce a new phone , tablet , MacBook , or watch .
Reducing the effort guests must make to enjoy their visits will net you happier guests , and happy guests tell their friends and family good things about you .
On a worldwide stage , Apple is an excellent example of creating brand loyalty with an investment in the experience . Easily accessible and free customer support costs money , but it also creates a culture of ease and commitment to customer success . Apple does not see a direct ROI from their Genius Bar . However , they see it in their brand loyalty every time they announce a new phone , tablet , MacBook , or watch .
Short-term sacrifices can pay off in the long run . Returns of Zappos purchases are reportedly three times higher than for brickand-mortar stores , but the company ’ s 365-day return policy and complimentary two-way shipping mean customers can shop confidently . Additionally , Zappos ’ approach to its culture and customer service means that each customer is treated with care .
Today ’ s consumer demands a friction-free experience . Before the pandemic , we were becoming accustomed to exceptional ease in obtaining the goods and services we wanted . The pandemic showed many a Luddite the joys of friction-free everything .
I can order my dog ’ s food and have it delivered on a regular schedule , so I never have to look at their faces when I run out of food and have to borrow some from the neighbor . I can easily refill groceries by this afternoon without leaving my desk . In fact , my best friend was able to order food and medicine for me when I was sick from over 700 miles away with a few taps of her phone .
Reducing the effort guests must go through to experience your brand is a must for anyone . How many people does a guest have to speak to get a question answered ? How about your website ? What does it take for someone to find the information they need to plan their next trip ?
The development of cashless and player wallet technology is removing some of the friction guests have experienced , but brand marketers need to be asking what other points of friction we should be eliminating . Reducing the effort guests must make to enjoy their visits will net you happier guests , and happy guests tell their friends and family good things about you .
Why is customer experience so important to your brand ? While all of these stories are seemingly based on training and tools , a deeper review will show you a tale of brands committed to creating experiences that go beyond a logo .
Acquisition costs will only go up , and I don ’ t mean just online betting options .
Customer attention has become fragmented , and brands now have to be in more places than ever before . So , when you get a new customer , you need to be ready to wow them . And when it comes to your current customer base , they need to continually experience the brand in a way they will share with others . There is a reason “ bring a friend ” programs have been part of our goto player ’ s club promotions .
Marketers must include the experience in their brand focus . We must look at more than just the top of the brand iceberg ; we must look for improvements wherever possible .
Any size operation can take the journey to an experience-centric brand . Evaluate your mission , vision , and purpose . Do your actions reinforce these values ? Are you committed to excellent customer service but focus most of your efforts on efficiencies ? You can see how these two mindsets might coexist in the same environment yet are at odds with each other .
Prioritize a branded customer journey above and beyond just knowing the touchpoints and having them be the right color / logo / font . Forbes Insights Report showed that 74 percent of consumers are at least somewhat likely to buy based on experience alone . However , it is never just one touchpoint that will create loyalty . It is the sum of all . Understanding the customer journey ( and indeed , the team member journey as well ) can aid you in creating memorable experiences .
Create a feedback loop . Never underestimate the minds and feelings of your guests . You may think you know how they feel , but until you ask , you never indeed do . My experience in guest research has taught me that casino customers love to give you their thoughts , opinions and ideas . So , ask for them ! This can be done in various ways , from post-visit surveys to blue-ribbon panels , to formal focus groups .
Invest in your team members . From the moment they decide to apply for a job , they should understand your brand and their potential role in creating that experience . They are your brand . This should include your call center , which we often outsource even though they have as much if not more contact with our guests . Have you ever written off a company based on one interaction with an employee ? If you outsource any of your customer interactions ( such as your call center ), ensure your partner understands your brand and its values and is willing to be as dedicated to that vision as you are .
The guest experience is a battleground for brands , particularly if you operate with competitors only a drive away .
Julia Carcamo is a casino branding expert and the author of Reel Marketing : The Art of Building a Casino Brand . As president & chief brand strategist at J Carcamo & Associates and founder of Casino Marketing Boot Camp , she aids casinos in building and maintaining engaging brands . She is also co-founder of the Hispanic marketing firm espÑOLA .
38 Global Gaming Business SEPTEMBER 2022