Every time you write a goal, you need to take a step back and ask yourself is it SMART? Specific, Measurable, Achievable, Relevant, and Time-bound.
Let’s look at an example: “In this Quarter, each Host will increase Theo from Active players by 7% over the same quarter last year.”
Is this SMART?
• It does Specify ‘Increase Theo from Active Players’
• The Measure is 7%.
• Is 7% Achievable? You can check by asking for a report that shows the total Theo for coded players in the last six quarters. If most of the coded players have been increasing their Theo at 5% even before you set Host Goals and influence Host behavior, then it probably is Achievable to grow by 7%.
• Each Host is responsible for growth from their own Active players which is Relevant to the company’s objective.
• The goal is Time-Bound and compares this quarter with the same quarter last year.
In conclusion, this goal is SMART but only IF, at your Property, you can measure the growth for each Active Player, and provide the Hosts with daily and weekly reports on which player to contact, and why.
In many Properties, the Hosts are not told their Goals, or given their coded lists, until a month into the quarter. And they are often not told where they stand against their Goals until after the end of the quarter when IT or the Database Analyst can run the numbers.
This approach is completely demoralizing because the Hosts have no idea whether their daily efforts are bringing them success. And from a Management perspective, the Hosts will meet their goals out of sheer luck and not because they focused their efforts on the right players so why pay out a bonus on a lottery?
The Player Development team needs targeted information each day to make the correct decisions on whom to contact. Without daily information, the team is not making conscious decisions on how to meet their goals, so why even have goals? It will be sheer luck and not inspiration or perspiration that enables the team to meet their goals.
So! Make your goals SMART and then be smart about providing the Player Development team with all of the training, coaching, and tools that they need to succeed and exceed with their goals!
Read this book, Casino Host Goals, and you will have a road-map for success as you create or improve your Player Development program, in the context of your Casino Marketing strategy. It belongs on the shelf of any Executive in Casino Management who wants to drive revenue from a strategic approach to PD. Just $21 from Amazon.
Doran, G. T. (1981). “There’s a S.M.A.R.T. Way to Write Management’s Goals and Objectives”, Management Review, Vol. 70, Issue 11, pp. 35-36.