You Can’t Manage What You Can’t Measure
A fundamental axiom of business is that you cannot manage what you cannot measure and what can be measured can be improved. Few casino operators would discount the importance of customer service in today’s competitive gaming environment. Property managers almost always cite their customer service as a critical factor that sets them apart from their competition. In fact, customer service often appears as part of a casino’s mission statement or as a basis of its operating strategy.
To monitor customer service casinos often rely on comment cards that are placed around the property and are periodically tabulated. Casinos may also employ a more sophisticated version of comment cards in which a third-party provider prints, collects and tabulates customer comments. A monthly report is then made available. The fundamental problem with comment cards of any sort is that they usually only measure the the very satisfied or very dissatisfied. They are not an accurate form of measurement.View Full Article