The insights available through various investments in casino management, CRM and business intelligence systems have made it possible for us to find the incremental revenue we so deeply desire. Casinos know how to optimize their offers, but it’s no longer the only way to win…. these days, it’s simply the table stakes.
Our ability to communicate on a personal level is better than ever before. Remember when we started utilizing variable printing and thought that was the personalization we needed? Insert laugh track here. As technology and marketing approaches evolve, consumers are demanding that we have and acknowledge their individuality as well as providing compelling offers. Most operators have conducted market research to better understand customer opinions; usually in the form of formal and informal focus groups, telephone surveys and online survey tools. But are we missing information even with these processes? Is it time to revisit the research, how we conduct it and what do we do with the insights?