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FAQ's - Frequently Asked
Questions
Why should I do this? We already do market research.
Great question! The answer is very simple. Most market research is
designed to look at a number of things that may or may not include
customer service or guest satisfaction.
Your Advocate Index score is the net answer to a very specific
question. It’s not designed to replace market research because your
Advocate Index has a different purpose.
Why should we change from the complex statistical system we have in
place?
For two reasons. First, if you are not measuring your Advocate
Index, you don’t have a number that you can use to predict future
growth. And second, the process needs to be simple if you want to
maximize success. The simple component is very important for
getting the word out to front-line people so they know and
understand what the casino is trying to accomplish. If you are
talking “top box” numbers with front-line people, you are missing an
amazing opportunity.
We do research.
That’s great that you are doing research. It can be helpful in many
ways. The problem is if you are not measuring your Advocate Index,
you will not have a number that has a strong correlation for
predicting future growth.
HR handles employee satisfaction surveys.
You need to know what your employees think about their place of
employment, but “satisfaction” is not the answer. For example, if
they had a bad meal in the EDR, they could give a lower
“satisfaction” score. The Advocate Index is not an HR or Marketing
function. It’s a management tool that all departments need to know
and use.
Marketing takes care of guest satisfaction surveys.
Satisfaction is too fickle to provide you with the data you need to
make important decisions. If you are not measuring advocacy, you
are wasting your time, energy and money.
Why should we do this? We are already doing guest satisfaction
surveys.
Guest satisfaction surveys are fine. They are a great way to feel
good about the service that your casino provides. It’s a nice
indicator to have.
The problem is that guest satisfaction surveys do not indicate
future growth. Research shows that customer satisfaction CANNOT be
used as an indicator of future growth. Statisticians would say that
it has a correlation coefficient of 0. This means statistically
there is NO correlation between customer satisfaction and growth or
revenue!
This is hard for most people to accept, including me.
The reality is guests are very fickle and just because they had good
service today is no indication of what they will feel about service
tomorrow!
The correlation coefficient of your Advocate Index score and future
growth is +.7
Can I add
this to my other research?
No. One of the great aspects of the Advocate Index is that the data
is easy to understand. Add it to other research and you have
removed the simplicity element from the equation.
Part of the benefit of this is that you can share the information
with your entire casino and everyone will understand it! You have a
numeric score and everyone can see if the trend is moving up or
not!
The higher your Advocate Index score, the higher the probability of
future growth.
This sounds very complex!
It’s actually not complex at all. I know we use some statistical
terms like correlation coefficient. (Correlation coefficient means
you can or cannot see a relationship between two different pieces of
information. In our case, the answer is yes because Advocate Index
will indicate future growth.)
We use these terms because they are the scientific side that casinos
care about when making the decision to invest in a program like
this. Your Advocate Index score is quantifiable and actionable.
What most of the employees and management will care about is the
Advocate Index score this month and whether it’s improving. That’s
about as simple as you can get. People only need to know one
number.
Why can’t we do it ourselves?
You can! The program is designed to migrate the tasks and
responsibilities to the casino as soon as it has the people and
processes in place to keep the program going!
Why
should we change to a new research company?
We are not a “research” company! The Advocate Index is a management
tool that is designed to help all areas of your casino know where
they are today and how the company is trending. This is not
designed as market research or any other form of research. The
Advocate Index uses its proven methodology as the first step in a
long-term improvement process – the Advocate Development System.
Why aren’t all casinos using Advocate Index?
This is a new way of looking at guests that has not been introduced
to gaming yet. The research at Harvard University was done in other
industries and leaders in those industries all use this same
concept. This will be an amazing advantage for casinos over their
competition.
The
proven methodology of the Advocate Index score coupled with
Best
Practices comprises our
Advocate Development System.
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