We’ve often opined in this space, that the intersection of big data and traditional marketing research, can birth incredibly actionable insights. Several of our clients in the casino, resort, and sports property space have wisely invested in CRM systems that collect and output a vast array of customer behavior. Whether it’s as simple as tracking RFM (Recency of visitation, Frequency of visitation, Monetary spend/lifetime customer value) or more granular behavioral tracking through loyalty program smart cards or mobile apps, the leisure space has never before been as flush with behavioral data. With all of this information, these properties are able to understand how, when and where guests are spending their time while on property. Where this data falls short, is in uncovering the motivations and reactions at critical consumer touch points, particularly where the guest comes into contact with key customer facing staff. An abundance of research has shown that these interactions often have greater impact on the overall guest experience and subsequent future visitation and loyalty patterns.
One way that SLRG has bridged this gap, is through the efficient deployment of both qualitative onsite intercept work and/or with short, near real-time satisfaction surveys, that are typically sent to guests or fans, within 24-72 hours of their visit. The online surveys are programmed with algorithms that pipe condition appropriate questions based on those different customer-facing moments that a guest experienced on property. SLRG then melds this data with the behavioral tracking captured and delivers customized and succinct insights in near-real time, through a proprietary online dashboard. These highly visual dashboards portray and normalize performance metrics for key operating areas, as well as for the property as a whole. Trends are analyzed and updated on the dashboard on a frequent (often weekly) basis. (see infographic to the left), allowing department leaders to efficiently track service gaps and recognize “star” performers. For one casino client, the ability to review experience history and respond to specific high tier guests is achievable just a mere two clicks away from the dashboard home page, providing a relatively lower cost and low maintenance turn-key CRM solution relative to the abundance of high learning curve technology-based (rather than research based) solutions, now on the market. The ability to parse results by daypart or event date, adds to property management’s ability to identify specific staff strengths and weaknesses.
Integration of behavioral and attitudinal data helps marketers gain a better understanding of how and why consumers are or aren’t spending their time with your property and how different touch points affect their overall satisfaction and experience. Solutions are customizable and affordable. We can do this for you. Contact SLRG today!