Casino Marketing Topics - The Customer Experience
No casino marketing programs or activities will appear successful in the absence of
positive customer experiences. Given the increased competition for players and the rising
acquisition costs in mature markets, a positive customer experience has never been more
important. That is, no executive wants to incur these substantial acquisition costs, only to
have the player suffer through a bad experience, and vow never to return. It is difficult
enough for players to overcome the disappointment of losing trips. Therefore, the quality
of the customer experience and casino marketing are inextricably linked. Of course, the
customer experience can be dissected into more specific components, such as customer
service, service delivery, and the physical environment, to name a few.
A well-managed customer experience leads to a profitable bottom line. Some Las Vegas
properties have acknowledged this notion by hiring executives to manage the customer
experience. Specifically, these executives are responsible for identifying both successes
and failures, striving to constantly improve the guest experience.
