The Isle of Capri casino has efficiently increased service productivity. When a customer arrives at the casino they are greeted with a friendly face at the service desk. After producing a driver’s license the customer is given a personalized card with a magnetic strip. They are given little information about what the card is used for except that by using it the customer will receive future promotional offers. From this point on the use of this card, if used correctly, gives the casino valuable information about that customer.
They have an extremely efficient way of transforming their inputs into outputs. They do this by collecting data about their customers, through the casino card, and entering it into a database, where it is stored for further use. They then run a query for the information that they desire and in doing so create separate segments of consumers for which they offer different incentives for returning to the casino. This effectively encourages the consumer to return to their casino in order to take advantage of the offer. This in effect, is like making the customer the researcher. It saves money on expensive research and is much more accurate.
The casino goes to great lengths the make sure that everyone has a card. If a customer is seen without a card the employee is responsible for asking for his or her information and bringing the card back to the customer. The Isle of Capri does not consider the restaurants or the new theater a moneymaker. The purpose of these features is to draw customers in, and be different than the other casinos available.
The mature adult is the Isle of Capri’s typical customer. The Branson style shows, that will be opening soon, are aimed at this type of customer. All of the Isle of Capri casinos are set up to be as similar as possible. Everything from the carpet to the tropical noises, at the entrance, is typical of all branches. I had the opportunity to visit the Isle of Capri in Helena and was amazed at how similar the two casinos are. The only differences were the size of the buildings, which made the floor plans a little different, and the buffet tables. The buffet at Helena was almost entirely made up of seafood. Even the gift shop was made up of standard Isle of Capri merchandise.
Both casinos were very customer oriented. They seem to be an example of the purest form of a service. The staff was friendly at both casinos, and seemed to be very customer oriented. The main goal of a casino seems to be the obtaining customer loyalty. There are so many casinos, that customers have to choose from, that they must all work very hard to keep the loyalty of every customer that walks through their doors. And they are given little information about what the card is used for except that by using it the customer will receive future promotional offers. From this point on the use of this card.
