Attentiveness

So now that you know why we’re here, let’s get to this. The first step was Goal Oriented Focus, where we learned that our goal is to increase tokes using customer service techniques. The next 7 steps are going to focus on these techniques, starting with step number 2, which is “Attentiveness”.

Attentiveness means to be thoughtful of others, or give attention to others; be polite, courteous and considerate. The opposite of “Attentiveness” is indifferent or unconcerned. Remember, we’re not just in the casino business; we’re in a people business as well. We get paid to cater to people and to make them feel comfortable enough that they want to return.

Peter Demos Jr. once said, “It is not even whether or not the guest’s desired service can be fulfilled that is most important… what really counts is the attitude with which the guest is treated.” Which means that is shouldn’t matter if the player won or lost, what matters is how the dealer interacted with them.

If you want to display good customer service, when interacting with the customers, then be polite and respectful. Provide a friendly and positive atmosphere. If the guest is talking, don’t interrupt them, actually listen to what their saying. The ability to really listen to customers is crucial for providing great customer service. If you feel that you have nothing to talk about, ask some questions and see if you have anything in common. And by all means, if the player wants attention, give them attention, just remember to deal the cards and take their money in the process.

Casinos have begun to realize that competing solely on marketing strategies and give-away programs are becoming increasingly difficult. Casinos need to go back to using tactics that are guaranteed to be successful, such as establishing a return-customer base. Repeat business is what keeps the money flowing and the ability to make the guest feel comfortable and eager to return is our number one winning strategy. The only way we can achieve this objective, is if every employee in this organization, changes their attitude to one where the customer is supremely important and treating them in a way that makes them feel as welcomed and as comfortable as possible. If the customer enjoys hanging around their “friends” at this casino, then they’re less likely to visit any of the other nearby competition.

Employees need to create an environment in which each decision and action they make, is designed to make the customer’s experience better. You know, we all call casinos “Houses” and our co-workers “Family”, so it makes sense that we call our customers, “Guests”. And just as you would, if you invited a guest into your home, you would treat that guest with the utmost respect, kindness and courtesy.

It’s not as hard as you think. A simple smile, eye contact, saying hello or giving them a sincere compliment are the kind of things it takes to treat the guest with dignity. It’s also good to learn their name, although you know how picky some of our guests can be. Some people might request that you speak to them in a formal tone by calling them Mr. or Mrs. and then their last name. Others will be happy if you use their first name. To each their own, whatever makes our guest happy. Use the guests name when you can and slowly you’ll build a rapport with them.

One of the many aspects of Customer Service is anticipating the guest’s needs; so if the player pulled out a cigarette, then the dealer would hand them an ashtray. Now, I know you guys are a non-smoking casino, so let’s think up different examples of anticipating the customer’s needs. If the player is tipping the cocktail waitress or placing side bets, then keep an eye on their cheques and make sure they have a steady supply of dollars. This means, when they win, instead of giving them two red cheques, you would give them one red cheque and five $1 cheques. This is especially important on craps; always read the rail. Plus, it’s a great technique for getting your game pace up. If players are constantly asking you for change, this drags down your numbers and gets you fewer hands per hour. But if you’re making change while you’re paying people’s bets, you don’t have to stop the game and that increases your hands per hour.

Whenever the cocktail waitress comes by, make sure to announce that she’s taking orders, so that way she doesn’t skip any of the guests. If you’re unsure about something, then refer to the Golden Rule. Treat the guest as you would want to be treated. When the player arrives at your table, ask them for their Players Card, so that way they can start being rated immediately. Makes sure you pay attention to their average play, so that way you can correctly inform the floorman when they ask you for this information. Tracking your player’s average play is good for game security as well, because if you notice your player is betting $35 at the beginning of the hand and by the time you go to pay them, it’s now $40, you know they’ve been past posting and you should inform your floor immediately. Can anyone here think of any more examples of anticipating the customer’s needs? What do you do to accommodate the player?

When trying to decide how to anticipate the customer’s needs, remember to pay attention to their body language, their habits, the terms they use to describe their problem, and think about what you can do to help them. “The Inches We Need Are Everywhere Around Us” If we care, when our competitors don’t, then that’s one of the thousand little things that we do, that would make it more likely to see our guests return, which means more tokes for you. Let the player know you care, but remember not to go overboard. If the player tells you he wants all of your black chips, then don’t be so willing to accommodate the guest that you immediately give him all of your black chips out of your rack… Unless it’s a robbery and he’s holding a gun, then by all means give him all of the black chips… And the green chips and the red chips too.