My mom worked in a casino for a number of years, all in table games. She started as a dealer, but loves the challenge of a good math problem…so she ended up being a Pit Manager for a while before she retired. Craps was her favorite. When we spoke last, she told me the story of a patron she enjoyed seeing, while everyone else rolled their eyes when they saw him coming.
The patron, who we’ll call Tom, usually played about $250 per roll on the layout, and he bet a variety of hardways, so doing the math quickly was a little bit of a challenge. Tom made it tougher, though, because he wanted his bets to stay up (something that was perfectly alright to do), so when he won or lost anything, the dealer(s) had to figure out how to pay him or how much to collect to leave his bets on the table for the next roll. My mom enjoyed the mathematics challenge, and Tom liked playing when she was at the table in any capacity because the game moved faster when she was doing the math. He didn’t have to keep leaning across the table; he could collect his winnings and/or toss in what he needed to replace lost bets. Because of this, he would occasionally get in a groove and place a quarter bet for the dealers, also on a hard win so they did pretty well whenever he did. Win/Win, right?
Any person who works with the public should pretty quickly see the lesson in this anecdote: Utilize the strengths of the associates on your team to cater to your customers’ quirks whenever it’s possible and within the guidelines of the associate’s role. If the patron requires a little bit of extra work, and his spend is profitable, it’s worth the effort to make him happy and keep him spending his hard-earned dollars with you rather than have him shopping around.
Tom enjoyed playing his favorite game even more when he didn’t have to work so hard at it himself. The house and the other players benefited, too, because the game moved faster; and when Tom bet for the dealers, other players would too, sometimes. Tom would stay and play longer, the shift moved along faster, toke rates were good, and my mom’s brain enjoyed its math exercise.
How can you benefit from learning about your customers’ quirks and catering to them? Well, in most cases, very little separates one brick-and-mortar establishment from another. Stores have displays with merchandise, restaurants have food and a “system” for getting it to you, hotels have rooms in which you can rest; even online experiences are pretty much the same…you see where this is going, right? What makes one better or more special to a valuable customer are the little things your place does better for them than anyone else.
Personally, there is a local restaurant that I truly enjoy going to. There is outdoor seating, right next to the water, so the view is fantastic with a lovely breeze even on the warmest evenings. That alone is a pretty compelling reason for me to go there, but they also have great food and the staff is really friendly. We’ve had some hits and misses in terms of the skill of our server from time to time, but since everyone in our house who is old enough to have a job has waited tables at one time or another, we get that it can be a tough job to do well. We assume they’re new and cut them a little slack, because the food is really good, and there are little surprises from time to time. Simple things, like logo sunglasses from one of the beers they were featuring, the birthday girl’s name written in caramel sauce on the plate containing her free brownie a la mode, a visit from the chef (who came bearing balloons for all the kids). All these things made up for the waiter who didn’t know what draft beers were available or the lack of a certain menu item that day.
Learn what your customers appreciate, however you need to make that happen. Interact with them. Try things to delight them and measure the response. Set up a tracking system so you know what they like and what they don’t. Play different music on different days, toss a free sample into a shopping bag, give a discount to people whose driver’s license number ends in 9, whatever. Heck, you could even send your customers a survey and ASK them what they like or wish you did to show your appreciation for their patronage.
Doing so might be the difference between you getting their available spend or having them shop around to find a new place to spend it.