Learning By Example:  A Resort that Astounds It’s Guests With Amazing, Never-Ending Quality Service

By Martin R. Baird

I recently had the wonderful opportunity of experiencing the kind of guest service that every gaming property should provide. 

I didn’t find it at a casino but at a resort.  And that resort set an example that all casinos worldwide should want to emulate.  Read on and learn by example.

The Breakers in Palm Beach, Fla., is more than just a beautiful property with manicured lawns.  The Breakers knows what guest service is all about.  I’ve stayed at some of the best resorts in the country, but this property made a very strong positive impression on me.  I would go as far as to say it knocked my socks off.

The experience started the moment I arrived.  When I pulled up to valet parking, a person was at my door immediately, asking if I was checking in. I said yes and popped the release on my trunk.  Less than 15 seconds later, another person was at my car door saying, “Mr. Baird, welcome to The Breakers.”  He said it with a very welcoming tone and nice smile.  I loved it.

But how did he know my name?  I was driving a rental car and had never visited this resort before.  Being a service advocate, I just had to know. 

As I stepped out of my car, I said, “So did you know my name by looking at my luggage tag?”  He replied yes with a nice smile, as though to say that’s the way all properties do it.  This simple gesture of knowing a guest’s name and using it is a very nice way to differentiate yourself and your property from all others.

As I walked into the lobby with the bellman, he gestured to the registration desk where two young women smiled and in unison said, “Good evening Mr. Baird, welcome to The Breakers.  Did you have a nice trip?”  The welcome at the curb had now gone from a cute parlor trick to great service because they carried it through to the next step.

While checking in, I asked for a room with an ocean view and one of the young ladies quickly said I had an ocean-view suite and that she was sure I would like it.  I’m thinking life is very good.

As the bellman and I walked to the elevator, he pointed out where the restaurant and bar were located and told me how late they were open if I wanted to eat or have a drink.  As we walked to my room, he explained that it was a suite with a wonderful view, reinforcing my pleasant experience at the registration desk.

The bellman opened the door to my room and held it open for me.  As I entered, I noticed that a hide-a-bed in the sitting area was pulled out and turned down very nicely.  Without me speaking a word, the bellman said, “Mr. Baird, do you want that bed turned down or would you like me to have housekeeping come up and put it away?”  He knew from when I checked in that I was traveling alone and would probably sleep in the king-size bed close to two sets of sliding glass doors that opened onto the ocean.  I said the turned-down bed was fine.

            Then the bellman noticed an amenity basket on the TV.  I was a guest speaker, so I would not have been surprised to receive a welcome gift.  But the bellman noticed that the name on the envelope was not mine, so he radioed downstairs and explained the situation.  This amazing employee apologized up and down to me for the inconvenience.

He turned off his radio and started talking about other amenities at the property and within 60 seconds the phone in my room rang.  He was standing next to it so he answered, “Good evening, Mr. Baird’s room”

You could have knocked me over with a feather.  This place didn’t miss an opportunity to impress me.  He listened, said yes a couple of times and hung up.  Guest service had called to say they were sorry about the bed and the gift basket.  They asked that I accept the beautiful basket as an apology for the mistakes they made.

There is no other way to describe it.  This was astounding service!  And it never stopped. 

When I was done with my speaking engagement the next day, I had to start thinking about the airport right away.  I explained to the valet that I was on a tight schedule and asked if my car could be out front and ready at a specific time.  As I walked out the door later, a person grabbed my bags and whisked them to my waiting car.

I wasn’t a whale or a high roller at this property.  I wasn’t best friends with the management team.  I was just a guy spending the night.  Nevertheless, I was treated like I was the highest of high rollers.  I’m not rated at most gaming properties, so I don’t know how they treat their valued guests.  But I can say I have yet to visit a casino that treated me like a king when they didn’t know me.

If this Florida resort can do it for every guest, shouldn’t every casino in the industry be able to do the same?  Shouldn’t they give every guest only the best in service, not just the high rollers and regulars?  Yes, they should.

I have a challenge for you.  I want you to out-service The Breakers.  That’s all.  You have guests that spend hundreds or even thousands of dollars at your property.  Don’t they deserve the kind of experience I had when they visit you?  What would happen if your property consistently provided that level of service to every guest every day?

Are you and your entire property, from back to front and top to bottom, up for the challenge?

Martin R. Baird is president of Robinson & Associates, Inc., a guest service consulting firm based in Phoenix, Ariz., that provides specialty guest service training, management skills training, presentation skills training, team building programs and employee incentive and recognition programs for the gaming industry.  The company is owned by Lydia and Martin Baird.  The Bairds have a Web site, www.casinocustomerservice.com, that’s devoted to helping casinos improve their guest service so they can compete and increase revenues.  Robinson & Associates may be reached by contacting Martin at 480-991-6420 or at mbaird@casinocustomerservice.com.  The company is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.