Raving’s national research of casino player clubs (in Australia this equates to tiers in a rewards program) indicates that at least 25% of players think all player clubs are about the same. What percent of your club members can’t differentiate your club from your competitors? Or even worse, what percent of your players think other clubs are better than yours? And why?
Your player club or rewards program is a major marketing expense that is designed to increase revenue and loyalty. And yet many venues run their rewards programs and make changes to it without having reliable input from members. A players club survey using members of your database can give you reliable answers.
Key Club Measurements (graphics)
Most players have a favourite venue that they usually visit, and at least two other venues that they occasionally visit. Raving’s research indicates that the percent of exclusively loyal players is between 10%-25%, depending on the market. This means that the majority of your players belong to other player clubs / rewards programs and are comparing you to your competitors.
Ranking your player club with your competitors is a must. A good way to construct a players club / rewards program comparison question is with a five-point Likert scale. There are two negatives (not nearly as good, not quite as good), a middle neutral, and two positives (little better, much better).
The following chart shows sample data from a venue players club survey that Raving conducted. The two positives—much better and a little better—total 27% of respondents who think the client casino’s players club is better. 27% think all players clubs are about the same. 24% think the casino client’s players club is worse than other players clubs. The final 12% only visit the client casino. This is the format you will use in many of your players club / rewards program survey questions.
So, we know that 24% of our members think other players clubs are better than ours. Now, we want to ask them why. The top three reasons, as shown in the chart below for this client, are comps, promotions, and tier rewards. That type of reliable data shows you exactly where you need to analyse your program and compare it with what your competitors are doing.
Satisfaction vs. Importance
A second type of question that is very valuable to include in a player club survey is a comparison chart of satisfaction with different attributes of your players club, and a ranking of those same attributes by how important each one is in choosing a casino to visit.
This also uses the five-point Likert scale with two negatives, middle neutral, and two positives. The scale is from 1-5, with one being lowest. Following is a sample chart from another player club survey that Raving conducted showing what the data looks like.
These are some ways that you can get actionable, reliable data about your club. With the right information, you’ll see how your players club compares with your competition, find out how satisfied your members are with different attributes of your player club, and understand what you need to do to improve.
Source: Written by Deb Hilgeman Ph.D. (player development and guest service program specialist for Raving
Can Your Club Members Pick You Out of a Crowd? – Tribal Gaming and Hospitality Magazine (tgandh.com)