Why a Casino Does not Know how to Effectively Use Their Player Tracking System

All too often the talk around the marketing department is how bad the “system” is. “We can’t get any information, ” “That module never really worked, ” “Our support never calls us back, ” and “We weren’t trained. ” Believe it or not, most daftar situs judi slot online terpercaya of these excuses are valid and true. True yes, but don’t assume the culprit is the vendor.

It’s a two way street and although the epidemic starts as early as the initial sales visit, it continues throughout the entire installation life cycle. In order to insure your player tracking system is utilized to its fullest, check to see if these symptoms are plaguing your marketing department.

  1. I didn’t pay attention during training.

How honest can you be? Is that right, you’re being paid to get trained on a system you’ll use on a daily basis, but you simply failed to focus on that day. “I just kept getting pulled way during training. ” Ironically, team members believe their job is far more important than spending time actually listening, taking notes and utilizing all the functions the trainer is going over to perform their job. Let’s not leave out the “I figured someone else would show me later” clique. Incredibly, a multimillion dollar database investment doesn’t command the same attention as a potluck in the break room.

  1. The install team relied too heavily on the casino to answer the question:
    “What do you need to learn? “

Although the install and training teams have a rigid set of technical procedures and lesson plans, they routinely work and train on multiple shifts and with various departments. Consequently their “canned” lesson plans and agendas are put on the back burner as seasoned casino employees’ influence the training session by soliciting, “Show me just the new stuff. ” and disrupting with “That doesn’t apply to our jurisdiction. ” All too often the trainers are tired, have gone over all their material and are just as eager to speed things up.

  1. At some point in time during the initial install, the priorities shifted from learning the system to “Let’s just get this up and running. “

With the respect of time lines, frustrated guests and on-going daily operating procedures being held up, someone ultimately makes the call, “We’ll get trained on the fly with the live system, let’s just make our guests happy and get their points back! ” Of course what happens two weeks down the road? (Hint, see reason number 1 & 2).

  1. Upgrade after upgrade continues to be installed.

Once the system is running and every team member finally feels comfortable working with it, along comes version 2. 0 – the “enhancement”, “feature” or “upgrade”. This can be a multitude of things, a bug fix, an upgrade to the operating system, a new communications protocol, all very valid reasons to install the upgrade. Here’s the problem, no longer are your keystrokes the same, now another screen pops up, or you’ve got a new hardware conflict. Usually this is solved with a little training… and we know how well everyone pays attention to training.

  1. Through not fault of the casino, but the original team on board during the install has moved up, moved on, or moved out.

The majority of those who were engaged during the initial install or original upgrade are no longer around. This may be due to natural attrition, promotion, interdepartmental moves or they couldn’t stand another day working with their new player tracking system.

  1. The customer service department can never answer my questions.

Your vendors also have natural attrition, especially in their customer service departments. Representatives answering the phones aren’t always the savviest and quite frankly are tasked with a multitude of tasks, from logging calls, research, verifying accounts and software versions. Your vendor uses another vendor’s database program to track, monitor and profile calls; this is how they keep the product life cycle going to justify new upgrades and features and heck, maybe they were tied up in training.

  1. The Casino signed off on the install before ensuring the “punch list” was complete.

Employees said they were trained (that potluck was getting cold), the new modules seemed to work, but when they went “live” the hardware wasn’t communicating to the software or the casino never tried to print from three stations simultaneously. Sometimes it comes down to departments just not communicating with each other.
Believe it or not, it helps to have a consultant in place to keep the casino asking the right questions and to hold accountable.

  1. What the salesperson offered is not what the casino purchased.

Knock us all over with a feather. What happened to those easy to run custom reports, promotional coupons, bar code scanning options, easy NCOA (National Change of Address)uploads and a one-card database system? But with all due respect to the business development team at each company, they start the sales process with one point of contact and they end it with another. See number 10. Also, by the time pencil gets put to paper, this third party vendor can’t communicate with that third party vendor.

  1. Reports, reports, reports.

The biggest reason you chose to install a player tracking system is to track your players. But, now you’re finding out, the information isn’t available in just one report, nor does just one department have access to run a particular report. I’ve seen DNA strands less complicated that trying to figure out the flowchart of who has the rights to run cross departmental reports. Let’s face it, the canned reports are cumbersome, difficult to interpret and seldom are read on a routine basis. Of course you can always use Report Writer, Crystal Reports, download into an Access Database or upgrade to version 2. 0. But come to think of it, who’s going to read those manuals when training is just a plane ride away?

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