Gaming

Player Satisfaction Research in the Gaming Industry

The gaming industry is highly competitive and faces essentially a commodity market. So to make a difference, to differentiate your casino from the competition, superior service at all levels is one way to excel.

But how do you know when your service is superior from the player's point of view? And how do you know that superior service is being delivered every time?

One sure way to assess how guests feel about the services you deliver at every level is to periodically ask them. A player satisfaction tracking program can be administered on a regular basis to provide up-to-date data on all aspects of the player experience. By talking to a strategically selected sample of your players, you can not only keep track of trends in player experience, but you can also obtain immediate feedback on your casino's new initiatives.

Player satisfaction can be a valuable evaluation tool as well. More and more in the gaming industry, casinos are rewarding managers and staff for excellent service by connecting bonuses and incentive systems to guest satisfaction scores.

Sterling Research has more than 15 years of experience in providing regular feedback to clients of what their guests/players are thinking with regard to the products and services they provide.

To measure guest satisfaction over time, Sterling has developed several methodologies that vary in cost and capability. Those methodologies are:

• Mail Surveys
• E-mail/Internet Data Collection
• IVR (Integrated Voice Recording)
• CATI (Computer Assisted Telephone Interviews)
• Focus Groups
• In-Depth Interviews
• On-site Distribution