We have all heard the saying, “I would be rich if I had a nickel every time blank.” There are a good many of us reading this who could quickly fill in the blank with “a casino guest asked me where the players club was on their way into the casino.” And anyone who has worked even an hour on a casino floor can guess why; they need a players club card.
In the early 2000s, when I managed the club, I would watch guests get agitated because the line was moving slowly. It typically would take my agents, on average, four minutes to create an account for a player. An unexpected bus or group would compound the wait time. Not to mention staff call-offs or limited staffing positions. We would often see players ditch the line and head off to the casino floor, or out the door, despite our best efforts.
This guest experience was, and still is, directly related to the percentage of unrated play on the casino floor. Of course, many factors can lead a guest to choose not to join your loyalty program. However, in our industry climate where there is an increasing number of gaming opportunities available, knowing our players is crucial, and missing that opportunity due to our process limitations is frustrating.
What if we could change this experience? What if players could do this themselves? Of course, in the early 2000s, there wasn’t a solution yet. The best we could do was offer dedicated lines to our better players to make their experience at the club better. The technology just wasn’t there for another solution.