Casino Guest Service and seven keys to achieve stellar service. By ★ Luis A. Solferino

★ Luis A. Solferino


No matter what’s happening in the world, casino guests want one thing – an outstanding gaming experience. Casinos that understand the significance of stellar guest service are on to something.

Guests want an experience that is so memorable that it keeps them coming back even if they leave with less money in their pocket. Guests who enjoy themselves will come back and play again and that contributes to a casino’s bottom line.

Here are seven keys to improving casino guest service.

Change is difficult

Improving guest service starts with changing how employees provide the service. They must step outside their comfort zone and they will find the process difficult. You must identify what will motivate your people to perform the desired behaviors you’re looking for. You must overcome the hurdle of getting a critical mass of employees to see that this guest service culture is good for them as well as the casino.

Hiring the best is not enough

 Even if you hire the best employees, you will discover they still need improvement. Guest service training is critical. The trend today is to hire people and then fire them for not providing the guest service you need but this action reflects on the incompetence of those in charge of leading their teams. Before hiring anyone and make them go through the trivial interview questions, start by knowing your candidate, profile them better, have the HR department help you create a dynamic interview in which the candidate can show himself to you, just like actors do in auditions.

 Be picky about the training

 Hire a training company that makes the experience enjoyable that encourages participation. The trainers need to know the industry and they should understand that most casino employees only make money when they offer their guests a great experience. Hire a company that specializes in guest service training for the gaming industry.

 Make it fun

 Inject a lot of fun into the training. Learning is fun and if you start guest service training with that premise, you will increase both retention and application. Children learn when they’re having fun and the same goes for adults.

 Training is an investment

 Training is an investment in your staff. In turn, that investment creates opportunities to generate more revenue. Guest service training ultimately will increase a property’s play. Guests who have a good time will come back. It can be eight to 10 times more expensive to get a guest to visit once than it is to get them to return.

 Start with an accurate perspective

 Before you embark upon improving guest service, get a 360-degree view of your existing level of service. You need to see things from the guest’s perspective, from management’s viewpoint and from the employees’ standpoint. When you do this, you have a clear view of what is really happening. Training must start from this perspective.

 Great service is an acquired skill

 Few people inherently know how to provide great service. Good service is built over time with training. You need to offer training that shows employees that they and your property will be rewarded if they adopt these new, better behaviors. I’m talking about training that creates skills that are an investment in your employees’ future.


Luis has worked for many years in senior positions in the casino industry working from Africa to Latin America. As Mexico expands its casino industry we strongly advise interested parties to contact Luis as he is very much up to date on these issues and regulation.


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