Providing casino patrons a cutting-edge cashless system can be like leading a horse to water. Unless players understand it’s easy to use and saves time, neither they nor casino managers benefit.
“It’s not enough to have state-of-the-art solutions,” said Christopher Justice, president of Global Payments Gaming Solutions, which provides cashless transaction technology and a host of other financial services for gaming operators. “We must reach out to patrons and … [show] that our solutions are as user-friendly as they are effective.”
The company developed a three-prong consumer engagement program to accomplish that. The VIP Preferred Concierge Program, recently added at Downstream Casino Resort in Quapaw, Okla., works in-person with casino customers who have questions about the VIP Mobility cashless transaction app and the VIP Preferred e-check program. The other two efforts are online. A Member Rewards Center allows users to play daily games for a chance to win monthly prizes and to access their VIP Preferred account; the Partner Assist Program uses free-to-play online games, seamlessly integrating each casino’s own branding and messaging. The latest version allows patrons to create a VIP Preferred account from a customized casino-branded landing page.
Justice said the concierge program is the only service of its kind and works closely with each casino to answer any questions players have about VIP Mobility and VIP Preferred. It features a “Genius Bar”-like approach to handle customer’s questions one-on-one.
Some patrons are reluctant to try new technology and simply need help getting started, Justice explained.
“Oftentimes, the first steps are the hardest ones to take,” he said. “People were sometimes hesitant to adopt VIP Mobility, but once they got started, patrons took to it quickly and remarked on how easy it is to use.”
Concierge staffers are employees of Global Payments, but the program is a collaborative effort of the company and the casino.
“Our goal was to lower barriers to entry for in-person use,” Justice said. “Our team of concierge professionals guide casino patrons to use VIP Preferred products effectively and get the most value out of our solutions.” The program is designed to assist all patrons, regardless of their level of play.
Viejas Casino Resort in Alpine, Calif., offered the program earlier, and Global Payments is working to resume it there soon. “In time, we hope that we can offer our Concierge Program to casinos all over the country, helping casino patrons everywhere take the first steps to enjoying a modern, cashless gaming experience,” Justice said.
The Partner Assist Program includes a casino-branded website that offers players daily chances to win entries in cash drawings, enter sports pick ’em contests, and enjoy other types of games and puzzles that highlight casino offerings. It’s free to patrons and the casino, and Justice reported that it has shown “compelling results,” including an overall increase in volume and in VIP Preferred enrollments through encouraging visits to the property’s casino floor to make a transaction.
“Our clients and their patrons have had nothing but praise for the Partner Assist Program,” he said, adding that it “allows casinos to offer a state-of-the-art customer engagement program with ease.”
The Member Rewards Center is Global Payments’ customer engagement platform, which encourages users to interact with VIP Preferred and create an account. It began with an email to VIP Preferred members with a link to the Member Reward Center website, where an account has already been created for them. Users can play games to earn entries for a monthly cash prize and access more information about VIP Preferred.
He explained that the customer engagement efforts have multiple benefits: allowing constant communication between gaming institutions and their patrons; providing additional value for casino patrons; and enhancing the value of Global Payments products offered by casinos.
Justice sees the outreach to customers as more than promoting the company or casino.
“As an industry leader, we are committed to promoting responsible gaming and protecting our customers,” he added. “Customer engagement is about meaningfully communicating with patrons and maintaining an open dialogue for the benefit of both ourselves and our patrons.”
