While there is some talk about tiered loyalty changing in future, there is as yet no real idea of how this will impact loyalty programs and what these changes will entail. When changes are made, it doesn’t alter the fact that your floor staff, VIP hosts and player development supervisors still need to negotiate and build engagement with players. The rules may change but service will always be key to good business outcomes.
Developing honest relationships with players.
Too often we forget to be honest with our players and tell them openly where the line is drawn. Hospitality staff always want to say ‘yes’, because that is the nature of the job and they are in the business precisely because they love being able to meet customers expectations. But not all things are possible with tight regulations and financial considerations. Learning not just when, but how to say no, and offering alternatives is just as important in meeting customer service needs.
Building a team who can all assist with player development.
Some customers can be more difficult to manage, but with a team of people all focused on the end result, negotiating can be much simpler. Some players have staff preferences, but taking the focus off one person by being an effective team, ensures that all customers are treated fairly. No one works 24/7 on a gaming floor so ensuring everyone has access to common player management tools, and updates those tools consistently, minimises errors and inequitable preferences.
Engagement and communication
Engaging with customers is an important part of the hosts’ role in every club and it does generate more income when players feel that they are part of the community. But, there is a big difference between being friendly and being overly familiar with players. Over-servicing customers can lead to players being annoyed at the constant disruption, while some players enjoy the social connection. Reading how players feel about their level of engagement is a part of a good gaming host role.
Identifying and creating more new “best players”
Too often our programs just focus on retention: making sure the customers we already have keep coming back and are comfortable. A VIP host should also be focusing on identifying new up and coming players and rewarding them, and ensuring players who haven’t visited for a while are contacted. Just retaining existing members doesn’t build revenue, so your program needs to be wider and deeper.
What level of cost is appropriate?
Everything in a club or hotel needs a budget and dealing with members is no exception. Controlling bonuses for players through a budget attached to a benchmark is difficult enough when one host is involved, but becomes a nightmare with a whole team if there is no tracking or ROI attached. Ensuring there are rules and policy around what staff can do ensures budgets aren’t blown, and that they remain targeted on high value members.
Where do you learn how to do all these things?
All these areas are important for gaming staff and player hosts to understand, but how do you actually go about putting these processes in place. How do you make them KPI’s for staff and use them to drive business? What policies need to be developed? How do you identify the next generation of gaming hosts? If you as a manager already know all this, do you really have time to teach floor staff?
Barrington’s VIP Host Management Course is the first and only course currently available for the industry that addresses these learning outcomes. Upon successful completion, students will obtain a nationally accredited Certificate IV in Leadership and Management (BSB42015) as well as an industry recognised Certificate in VIP Host Management.
Plus, as an added bonus, each person who enrols in the VIP Host Management program will receive a year’s free membership to The Drop. (Current members will receive a bonus membership for the next 12 month period)
THE NEXT COURSE INTAKE STARTS 24-25 JUNE 2019.
HURRY! REGISTER NOW! SPACES ARE STRICTLY LIMITED
Download the course brochure here >> https://www.thedrop.com.au/wp-content/uploads/2019/06/VIPHost-managment-Brochure2page-V2.2.pdf
Click here for the online enrolment form >>https://form.jotform.co/71868152471865
For more information please phone your Barringtons Representative or email:
*Barringtons RTO Provider Number 91317.