By Martin R. Baird

Tribal casinos interested in boosting their bottom line should have employees treat each customer as if they were a potential source of referrals. Referrals work for other businesses, why not casinos?

Businesses generate referrals by giving customers what they want. At casinos, that means giving guests an outstanding experience and making sure they’re having fun. Make sure that guests enjoy their meal at the buffet or in the restaurant, that they enjoy the golf course and that they receive impeccable service at the resort. Make sure they have a wonderful time at the shows. Every guest should be treated like a king or queen, but employees absolutely must be sure to give repeat guests extra-special attention.

Casino guests don’t have to win every time in order to enjoy themselves. Referral generation is not about how often guests win, it’s about winning guests over. Guests who have a great time probably will come back (repeat business) and they are more likely to tell friends they should go to a particular casino and play (a referral that may generate new business).

Some people equate referral generation with salesmanship. Instead, think of it as a referral mindset. Interact with every guest as if the sole purpose of that contact is to generate a referral. The employee who does this is not a sales person, he or she is a service person.

Employees need to show a little entrepreneurial spirit and pretend that the casino is their own company that they personally operate. If they were the owner and boss, every customer would get red-carpet treatment. With that point of view, employees will understand that it is far easier to get new and ongoing business from referred customers than it is from customers generated by marketing. They will know that referrals help keep marketing expenditures under control. They will grasp the concept that referrals create a self-perpetuating cycle in which referred customers become satisfied customers who make their own referrals.

Not every casino guest will be a patron for life, but referrals will keep the pipeline open and that is good for the bottom line.

Martin R. Baird is CEO of Robinson & Associates, Inc., a customer service consulting firm that works with casinos around the world. Robinson & Associates may be reached at 480-991-6420, mbaird@casinocustomerservice.com or via its Web site at www.casinocustomerservice.com.