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the human element. Give me contactless for convenience and speed, but a live dealer at the gaming table for that one-to-one contact. It not only differentiates your casino from competitors, but also opens the possibilities for upselling as visitors are more likely to spend when they have that personal connection and a convenient way to pay.”
Using technology to enhance the customer experience
While many technologies were already moving into market before COVID-19, according to a McKinsey Global Survey of executives, the pandemic accelerated development by seven years.
hotel room or while enjoying themselves on the casino floor.
2: IMPLEMENT TECHNOLOGY TO ENHANCE THE HUMAN TOUCH
Demand for the right tech is increasing Implementing the right measures to keep guests happy can be a complex journey. It begins with finding out exactly what technology is needed to meet visitor expectations – without losing the human touch. What is certain is that 71% of casino visitors believe
technology needs to be more integrated in the overall casino experience. Nearly a third (31%) agree that contactless entry is a
must-have moving forward, and a third want continued access to engaging technologies that streamline their experience – this means implementing smart technologies, such as digital maps, electronic tickets, wearables, and loyalty points programs at every touchpoint across your venue. Mike Day says: “The pandemic accelerated tech to a whole
new level and pushed many casinos out of their comfort zone as they were forced to adopt technology they had never used before. This has shifted consumer expectations and now guests want to continue using these tools to make their experience more convenient.” Of casino visitors believe technology needs to be more integrated in the overall casino experience.
Making space for human interaction to boost sales
But it’s not just about new technology – customers are looking for the human touch, too. According to Shawn Harris, “What’s important to remember is that you can’t just deploy new technology and think it will solve all your problems. It’s about taking your visitors on a customer journey from their hotel room to the gaming floor, using tech to do away with the boring parts – like waiting in lines – and using human interaction at key moments to really give your customers the best experience when it matters most.” Daniel Ives, Vice President, Strategic Development at Gaming Hospitality Solutions agrees, “When it comes to the customer experience, casino operators now realize they need to keep up engagement, not just through tech, but through
34 JANUARY 2022 And when it comes to the customer experience, there’s
urgency to make rapid changes to meet demands. Customers don’t want to be bogged down by processes
that take them away from having fun. To meet this demand, consider integrating RFID and apps
into low-value tasks that customers are typically slowed down by and enhance the human element when it should count the most. For instance, minimize waiting times and ramp up engagement by allowing guests to order drinks and food via an app while playing at a table and chatting with the dealer.
“71% of visitors believe technology should be more integrated in the
overall casino experience, but keeping the human element at the heart of all touchpoints will elevate the customer journey from start to finish”
DON’T simply deploy technology and hope for the best – it’s a surefire way to send visitors to your competitors who have a more robust strategy in place. DO create a rich customer journey using technology as a tool to enhance personal interaction.
3: CREATE A PERSONALIZED CUSTOMER EXPERIENCE TO DRIVE SPENDING
The rise of personalization Offering an unforgettable customer experience is key to winning your customers’ loyalty. Yet, the pandemic redefined the idea of a “positive experience” as casino operators turned to digital tools to interact with guests. And in this digital era, every interaction creates a goldmine of information that enables casinos to up the ante on customer engagement through the power of personalization. Every time a customer interacts with your casino – from
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