Smart Spending for Profitable Customers
04.01.2007
BY Sondra Paxton

(Originally published online: Lacek Gaming E-Symposium, Edition 3, 5/4/06)

It's important to be aware that your best customers may also be other casino marketer's 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's offering them the most compelling deal. 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 are all considered customer perks and combine to make up the total package of goods and services available to the guest.

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.

For 5 steps to Smart Spending for Profitable Customers, read more...