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Ellis Communications, Inc. - NEWS STORY
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Casinos Must Follow IBM’s Advice and Strive for Superior
Experiences That Turn Customers Into Advocates |
For Immediate Release:
July 18, 2008 |
Contact: Tom Ellis
Ellis Communications, Inc.
Phone (417) 881-5635
E-Mail
tom@casinocustomerservice.com
www.advocatedevelopmentsystem.com
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IBM has identified customer
focused companies as those that strive to create a customer
experience that is so superior it turns clients into advocates
for the business – and that is precisely what casinos must do
for their guests.
“How competitive companies – and casinos – can do this is
detailed in an IBM white paper titled ‘Advocacy in the Customer
Focused Enterprise: The Next Generation of CRM Done Right.,’”
says Martin R. Baird, chief executive officer of Boise,
Idaho-based Robinson & Associates, Inc. “In one section, the
white paper identifies key competencies for managing and
nurturing a customer experience driven company. Every casino
should give these competencies serious consideration.”
Baird urges casino executives to consider how the following
excerpt from the IBM white paper can apply to their property’s
operations.
“One mind, one company: Align vision, mission and culture
around customer strategies and communicate throughout the
organization. Build programs that take customer culture beyond
rhetoric.
“Executive and middle management alignment: Verify that
all levels of management are in step with customer focused
initiatives, especially middle management where buy-in can be
most difficult.
“Cross-functional collaboration: Enable departments and
channels to collaborate on fulfilling singular customer
experiences and customer strategies.
“Customer leadership and alignment: Establish top-level
executive leadership that advocates for and has authority to
serve the customer. Examples of titles may be Chief Customer
Officer, Chief Loyalty Officer or SVP of Customer Experience.”
Robinson & Associates, Inc., is a global customer service
consulting firm for the gaming industry. It helps casinos
determine their Advocate Index, a number that indicates the
extent to which properties have guests who are willing to be
advocates. The company then implements its Advocate Development
System in combination with the proven methodology of Advocate
Index and best business practices to help casinos create more
guest advocates and chart a course for growth and profitability.
Robinson & Associates may be reached by phone at 206-774-8856,
by e-mail at mbaird@casinocustomerservice.com or via its
Web site at
www.advocatedevelopmentsystem.com.
Robinson & Associates is a member of the Casino Management
Association and an associate member of the National Indian
Gaming Association. |
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