Getting the most from your players club
Players Clubs, or Loyalty Programs, are a unique type of membership. For casinos, the club is a way to create a relationship-based marketing program to build loyalty and increase play. However, since members join for the rewards, they may quickly switch to the competition when the rewards there are better. That’s why this game is so intensely competitive and why casinos are always looking for ways to improve their club structure.
A survey of your player’s club members can identify and measure the appeal of numerous club and casino attributes, including customer service, atmosphere, food, entertainment, facilities, as well as the structured club rewards, like prizes, drawings, coupons, and discounts. It can identify the factors that build loyalty. Importantly, survey results can be segmented by player categories, such as play level or club tier level.
Players Club Surveys don't have to include all players. You might want to survey only players in a certain club tier, those of a certain age, or those that play certain games. Similarly, the survey doesn't have to address multiple topics.
Surveys can be an important component of your relationship-based marketing efforts.
