Fostering player loyalty begins with good customer service, writes Simon Liddle.
BY its very definition, the objective of an amusement location is to provide its customers with an entertaining experience. That many businesses are located in high-traffic areas and provide a diversion from, say, shopping, suggests that the market relies on passing trade.
However, as an increasing number of locations are becoming multi-faceted entertainment complexes that are destinations in their own right, operators are seeking to build a loyal customer base that will generate repeat business.
Encouraging player loyalty is a complex business but integral to this is the customer experience. Do the games entertain? Is there perceived value for money? Are staff friendly and helpful? There are a plethora of reasons a customer would choose to return to a location – and equally as many that would see them visit a competitor. However, providing a memorable customer experience is certainly a big step in the right direction.
“Customer service and player loyalty go hand-in-hand and if one is lacking, the other is adversely affected,” said Sebastian Mochkovsky of Sacoa, the name behind the Playcard system utilised by numerous amusement operators around the world. “It’s hard to find any location that offers poor customer service but can still maintain player loyalty. An operator should always think from a player’s perspective and do what would get guests to willingly spend more money. Additional income can come from catering to guest needs and desires. Offering various levels to reach all guests will reward anyone from the casual player to the hardcore VIP regular.”
According to Umesh Prabhu, vice president of India-based systems specialist Semnox, good customer service is about “making your customers feel special” and ensuring a “seamless” experience.
Read the full article in the September issue of InterGame
