Review Your Total Customer Relationship Investment

It’s important to be aware that your best customers may also be other casino marketers’ best customers. You can’t take them for granted. Their decision to visit a casino is based on many attributes — primarily location, but also more likely than not, who is offering them the most compelling deal. ‘Deal’ meaning the total package of goods and services that are made available to the guest; for example, a tier benefit from the frequent-player program, complimentaries from an Executive Host, a direct mail coupon or a package provided by the bus operator. For many casinos, all of these perks are used to attract and retain loyal customers — creating the need to take a close look at their total customer relationship investment (CRI)

A tactical audit provides a visual representation of where your costs are being delivered to your guests. Such an audit will provide the first piece necessary to determine the total customer relationship investment you are making with your guests. To complete the analysis you’ll need to develop a campaign overlay, which provides the revenue components completing the puzzle. The Lacek Group is the right partner to help guide you and your team through this process.  Contact Sondra Paxton at 612.596.3517 or at Sondra.Paxton@Lacek.com.