For those of you that continue to follow my series of articles on Casino Marketing, you have heard me over and over say that the casino business today is not about making money, it is about creating value. I sincerely believe that because people are not stupid. Human beings all are motivated by basically the same things. Value is one of the top motivators when it comes to selection or shopping. However, from the casino operator’s perspective, we do have to pay attention to bottom line profitability. Creating “Value” will help to bring customers to your casino. Managing that business properly to make a profit oftentimes involves a completely different set of criteria.
Nobody ever wants to lose business or lose customers. However, not all business and not all customers are good for your casino’s overall well being. For example, I don’t think anyone would ever dispute firing a customer or excluding a customer that is abusive to your staff. We value our employees and want them to be treated fairly and appropriately by both fellow employees and by our customers. We operate with a zero tolerance for any type of sexual, racial or physical abuse of our staff by customers as well as by fellow team members. We also look very carefully at verbal abuse and warn customers that we do not appreciate nor tolerate inappropriate behavior directed at our staff. We place customers on our exclusion list every week for such behavior. They are given a formal warning that if they return to the property that we will consider it criminal trespass and that they will be arrested. Once again, we view this seriously and we do arrest individuals who try to test our warnings and exclusion process.
There are also other times when a casino may want to end a relationship with a customer. Ending a relationship sounds so much better than “firing” a customer but basically they are the same. So, when does a casino want or need to fire a customer? The answer is only after every method has been used to try to salvage the customer and the problem still exists. Most of these problems are related to cheating or questionable behavior but some of them are also related to profitability. Cheating is not always clear cut and conclusive. Sometimes the player may make mistakes. In those situations it is up to the Pit Boss to speak to the customer and explain what is considered to be appropriate and correct. In other words, issue a warning. We document all such warnings in our computer in the Comments Section of our Rating System. This way we can track the patron to see if there is a pattern to their behavior. […]