What sets your casino apart from the competition? Is it a great selection of games? Aesthetically pleasing surroundings? Higher payouts? Incredible restaurants or an even more incredible resort?
 
In gaming, the competition is absolutely fierce. With that in mind, how would you like to be so far ahead of your competitors that you have no competition? Read on and you will learn how to create a peerless casino.
 
When I was growing up, the majority of my peers were enticed by the idea of belonging to a certain group – the “popular,” “athletic,” “artistic” or “smart kid” crowd. Most of my friends wanted to blend in, not stick out like a sore thumb. In our adult lives, this belief system still exists. Fashion, music, art – these mediums exist due to the shared interests of their buyers. We live in a world where connections and similarities draw us together and create the social circles in which we circulate.
 
There are also niches in business to which organizations belong. But when I talk about creating a peerless casino, I am saying it is most beneficial to be that sore thumb. The sore thumb sticking out there saying, “Look at me! I’m really different!” A peerless property has no match. There is no other casino like it within its own market. The peerless property offers an incomparable experience to both guests and employees.
 
There are dozens of casinos that offer a so-called unique experience. What can you offer that will put you not only ahead of, but apart from your competitors that make such a claim? The guest’s gaming experience is a part of the equation that is commonly discussed. I think we can all agree that without superior guest service, you will not lead in the gaming market. After all, gaming is all about people having fun. People don’t generally enjoy themselves when a snitty employee refuses to make contact with them or offer a simple greeting. All casinos want to keep the guests they have and give them a reason to play again and again. Casinos also want those guests to tell their friends and relatives to come play, too. Yes, casinos want referrals. Stellar guest service can help make all that happen.
 
There are, of course, other valuable people in your cache of success tools to help you achieve your goals. They are your EMPLOYEES! In the casino industry, we all know that there is an incredibly high rate of turnover. Creating a work environment which attracts and retains employees will go a long way toward turning your property into a peerless casino and boosting your success.
 
Everyone spends a great deal of their lives working. Therefore, it is vital that you take the time to create an environment in which your employees love to work. Wouldn’t you want that? There are many ways to do this – most casinos choose one or two, rather than providing the whole package. Some qualities of a peerless work environment include:

• Managers who are approachable and available to their employees.

• Employees who are empowered to make their own guest service decisions on the casino floor.

• Competitive pay scale.

• Comprehensive benefits.

• Superior operational practices.

• Career development within a learning-focused organization.

• Flexible work hours and time off.

• Special employee services such as a wellness program, a smoking cessation program, on-site vaccinations, on-site uniform laundry services, day care services and memberships with local retailers.

• Special employee events.

• Rewards and recognition.

These qualities are self-explanatory, but rewards and recognition deserve further discussion because casino employees truly crave them. Never miss an opportunity to let employees know when they’re doing a good job. Praise can be given publicly and in written and electronic form. It can be a cash award or gifts, merchandise or food. And don’t overlook group recognition and rewards.
 
You need to absolutely WOW your current and prospective employees with what you have to offer them in return for their countless hours spent working at your property, increasing your number of guests, marketing your casino and making you money.
 
Lastly, a good reputation is key. Unfortunately, it is common to encounter work environments where open communication and personal expression are discouraged. Stating your opinion is seen as muddying the waters or making trouble. An organizational culture based upon integrity, open communication, clearly defined goals, a solid vision and trust can help a casino dominate and surpass all competition. Your casino’s leadership must understand the importance of and embody ethical and open practices. As we all know, practices that are adopted and supported by leaders, respectfully shared with employees and supported on all levels will prevail.
 
Meeting these goals and creating the sort of environment I’ve described is no small task and will require time, energy, and a belief in what you are doing. Change is never easy and will not happen overnight. Perhaps you will need outside help to roll out these changes. Perhaps your casino already possesses the knowledge and abilities to put these ideas into action. Either way, starting today is your answer. One step at a time.
 
As you start to peel away the layers of old ideas and ways of operating, you will enhance the belief in your casino by employees and guests and you will become a one-of-a-kind property. You may be that sore thumb for a while, but after a time, your casino will be renewed and unmatched by your competitors. You will be the gaming property that not only offers a unique experience for employees and guests, but also is revered for its business practices. Everyone will want to be part of this – everyone will want to be part of your wonderful, profitable, peerless casino.


Jennifer J. Privitera is manager of client service at Robinson & Associates, Inc., an Annapolis, Maryland-based customer service consulting firm to the gaming industry worldwide. Privitera has worked as a human resources, administrative and business consultant for more than 15 years and is a Professional Member of the Society for Human Resource Management. She may be reached at jprivitera@casinocustomerservice.com and at 623-866-3445.