Interactions with customers used to be relatively simple for gaming companies in the “good old days.” They were largely single-channel interactions—customers walked in the door, and employees served them in various capacities such as serving food, getting bags to the room, and dealing cards. Casinos would also mail promotions or call high-value customers about upcoming events; and customers might use phone contact to resolve issues.
Compared to the modern consumer-business interaction, it certainly was a simpler time. Now we live in a multichannel world, and gaming is no different. Casino companies have been working on optimizing service for many years, and also adding channels to their touch points. But like other industries have discovered, it’s not easy providing service in a multichannel world. In this article, I explore some of the ways consumers interact with gaming companies, including some emerging channels. I also compare gaming’s experience to other industries that have transitioned to multichannel—and even “omnichannel” — touchpoints with their customers; this may give us insight into what’s still ahead for gaming.