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Ellis Communications, Inc. - NEWS STORY
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Advocate Development System
Gives Casinos Turnkey Program for Creating Future Growth,
Profitability
Combines Advocate
Index™ Methodology With Best Practices |
Note: To hear Martin Baird
talk about Advocate Development System via a PRWeb audio podcast,
click on one of the links below:
For MP3:
http://prwebpodcast.com/pod/380323/380323.mp3
For iTunes:
http://prwebpodcast.com/pod/380323/380323.m4a
For OGG:
http://prwebpodcast.com/pod/380323/380323.ogg |
For Immediate Release:
May 17, 2006 |
Contact: Tom Ellis
Ellis Communications, Inc.
Phone (417) 881-5635
E-Mail tellis@casinocustomerservice.com
www.advocatedevelopmentsystem.com
www.casinocustomerservice.com
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Casinos looking for a turnkey
program that takes the hassles, worry and guess work out of
generating future growth need look no further than the new
Advocate Development System announced today by Robinson &
Associates, Inc.
Advocate Development System combines Robinson & Associates’
Advocate Index™ methodology with best business practices to
create casino success.
“The business environment in the gaming industry is highly
competitive and casinos must be equipped with the proper tools
to drive themselves forward for continued success,” says Martin
R. Baird, chief executive officer of Robinson & Associates, a
customer service consulting firm for the gaming industry
worldwide. “Advocate Index is the one number casinos need to
plan their future growth and Advocate Development System gives
them a structured program to leverage the index and take
action.”
An audio podcast of Baird discussing Advocate Development System
is available on the Advocate Development System Web site,
www.AdvocateDevelopmentSystem.com, under Featured Online Article
on the home page.
Last October, Robinson & Associates announced its Advocate
Index, a proven methodology that, through a simple survey,
measures the degree to which casinos have guest advocates –
guests who would be willing to risk their reputation and act as
advocates for a casino by spreading positive word-of-mouth
advertising of their own free will. The methodology behind
Advocate Index is the result of more than a decade of research
in more than a dozen industries that concludes the index has
strong correlation to future growth.
“Advocate Index is the baseline number that reflects where a
casino is at that moment,” Baird says. “Advocate Development
System utilizes the index and best practices to gauge, monitor
and improve the casino’s performance and guest service. The end
result is creation of more guest advocates and ever higher index
scores. The higher the score, the more successful the casino
will be because advocates are highly likely to return to play
again and generate new business through the positive word they
spread about the casino.”
The best practices are leadership, program management, goals and
metrics, incentives, action planning, improvement, and guest and
employee closure. Baird explains them as follows:
Leadership. Management must act as leaders to create a culture
that clearly demonstrates how important guest advocates are. A
property’s executives and managers must do more than simply
support the changes needed to generate improvement. They must
lead by example.
Program Management. A formal program is developed and monitored.
Robinson & Associates partners with a casino on the
implementation of Advocate Development System and designs it so
that the casino can take over when the time is right.
Goals and Metrics. Measurable goals and metrics are established
for all departments within the casino. They are tied to a common
goal to create incremental progress and profits.
Incentives. Employees are critical to providing the kind of
customer service that turns guests into advocates. Incentive,
reward and recognition programs are implemented to spur them on.
Action Planning. An action plan is crafted to determine who will
do what, when they will do it and why they will do it.
Improvement. Internal improvements are identified and
implemented to create more guest advocates. The improvement
process likely will involve educational, fun and
participant-centered training for all employees.
Guest and Employee Closure. Employees will want to know how
things are progressing. Keeping them informed gives them
closure. As part of the system, guests will be asked how the
casino can be a better place to play. Guests have closure when
the casino tells them how their input was used.
“Advocate Development System creates a focus on methods and
programs that will bring increasing numbers of guests to a
casino and cause existing guests to return more often, play
longer and have such a positive experience that they themselves
tell others to visit the casino,” Baird says. “Advocate
Development System is a reliable, consistent and effective
system that will revitalize and support phenomenal growth at
casinos.”
For more information, visit the Advocate Development System Web
site at www.AdvocateDevelopmentSystem.com, call 206-774-8856 or
e-mail Lydia Baird, director of business development, at lbaird@casinocustomerservice.com.
In addition to information on the system and best practices, the
Web site also outlines 11 reasons for why a casino can benefit
from the system, seven mistakes casinos make when it comes to
improving their guest service and 10 top reasons for why
customer satisfaction surveys fail. The site also has a link to
an Advocate Index white paper.
Robinson & Associates also has a Web site at
www.CasinoCustomerService.com.
Based in Annapolis, Maryland, Robinson & Associates is a member
of the Casino Management Association and an associate member of
the National Indian Gaming Association.
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