A first-time visitor to a casino decides he likes the atmosphere, the excitement that stems from the jangle of slot machines and the interaction at table games.
A first-time visitor to an igaming website deposits $100 and wins a small jackpot.
Both experiences are unique. But for gaming operators, both also require making sure that customers come away wanting more.
“When we think about the customer experience, what’s most important is just making sure that first connection, whether it’s online or is in person, is filled with education and informing them about the options they have,” said Everi Vice President of Sale Operation Mick Ingersoll Wednesday at the Global Gaming Expo in Las Vegas.
Ingersoll spoke during the panel discussion “From First Impression to the Casino Floor: Supporting the Entire Customer Experience,” a conversation about the nature of gaming touchpoints. Moderator Cath Burns, executive vice president customer experience at Aristocrat, queried the panelists about strategies for creating customer loyalty in a highly competitive market.
“You need to meet these consumers where they are,” said Betting Hero CEO Jai Maw. “But before you get to that, you have to understand what they’re looking for.”
The first contact at a brick-and-mortar casino gives visitors infinitely more information than an online experience, according to SG Digital Vice President of Business Development Americas Kevin Vonasek. He said that casino visitors immediately see the games available and are made aware of promotions and events.
But online, Vonasek said, “The customer experience needs to start a little bit earlier than brick-and-mortar, particularly for players not familiar with your brick-and-mortar brand.”
No matter what the first touchpoint is, however, the messaging needs to be accurate, concise, and informative. Holly Gagnon, president and CEO of Pearl River Resort in Philadelphia, Mississippi, said that customers almost exclusively look for information online and companies that are slow to digitize and update their content lag behind.
“I know you’ve all been to websites that are under construction, or (with a message) coming soon,” Gagnon said. “That’s like a death sentence for your acquisition and your brand. Those people who haven’t ramped up or didn’t put in technology or invest in that are really behind the eight ball.”
As casinos become increasingly computerized, from online reservations to automated concierge services, there are more opportunities to engage customers. Gagnon said that text messages can be personalized, asking if a customer needs a restaurant reservation or other services, to make them more intimate.
And when brick-and-mortar properties have an online presence, Maw noted that every employee also needs to become an expert in that digital property.
“It’s as though you have two retail locations, right next to each other,” Maw says. “And if that staff is not informed on your digital property or digital experience, then they’re not informed on the holistic experiences the consumer is having. It would be as though you walk into a casino, you want to find the pool, and the front desk agent doesn’t know how to show you that.”
