-- Award-winning casino gains insight to improve Loyalty Club --
SAN RAFAEL, Calif. – July 22, 2009 – Market Metrix, LLC, providing the hospitality industry’s leading customer–focused, business improvement platform, Customer Metrix™, announced today that Lake of the Torches Resort Casino in Lac du Flambeau, Wisconsin, has chosen Customer Metrix as the cornerstone of its guest intelligence program. The program was launched in February and they are already seeing results.
Improved Loyalty Program
Utilizing feedback from Customer Metrix, 2009 Casino Marketing Romero triple Award Winner Lake of the Torches Resort Casino validated a concern that customers were under-valuing the casino’s loyalty program. They discovered that various customer groups were having a difficult time understanding and accessing the totality of all the benefits offered. Lake of the Torches repackaged the program to meet the needs of seasonal tourists as well as locals and the repackaging has proven a great success: Guests of all kinds find it easier to understand and to access the newly re-branded Club Advantage.
Unbiased, Actionable Feedback Leads to Better Decisions
Michael J. Broderick, Director of Marketing at Lake of the Torches Resort Casino, explained the improvements. “For the first time we have a reliable, unbiased view of the total guest experience and satisfaction. We can answer the “why” question in ways we never could before. Customer Metrix has shown us where we are performing well and where we are performing poorly, allowing us to take what worked in one area of operations and transfer those practices to another.” remarked Broderick. He continued: “Before implementing the web-based Customer Metrix program from Market Metrix, we were concerned whether we were asking the right questions. We were able to use the Market Metrix staff experience to get us the unbiased answers we needed.”
More Cost Effective and Completely Turn-key
“Moving from a paper survey and having little spare staff time, we couldn’t afford a complex solution. The system is as turn-key as I’ve ever experienced. Customer Metrix is much more cost-effective than our old paper approach and has provided us with a foundation to build our relationship marketing program,” added Michael.
Greater Staff Accountability
Michael explained that “Customer Metrix provides a daily, visible and objective basis for increased staff accountability. Customer Metrix service recovery module provides instant case management for guest problems, increasing loyalty on the spot. Since starting with Customer Metrix, the number of guest-reported problems has decreased. At the end of the day, it’s about taking care of guests, and Customer Metrix is an important tool in our cache that allows us to increase our guest care.”
“In addition, Market Metrix competitive benchmarks also provide an excellent and unfiltered outside measure of how well we are doing in our unique and dynamic industry as well,” added Michael. “We feel it is always important to look at our competitive and industry landscape regularly to give us an indication of where we fit in and how we are doing comparatively. Market Metrix allows us to easily do just that.”
Long-term Partnership
“It’s definitely a team effort. We’re truly grateful to have Market Metrix aboard to help implement strategies in a manner that is both cost-effective and turn-key. We find the Market Metrix staff extremely helpful”, concluded Michael.
“We congratulate Lake of the Torches Resort Casino for its latest Romero Award, on the successful launch of Club Advantage, and on attaining above average Customer Satisfaction levels. We are delighted to be a close partner, and we look forward to a lot of mutual learning and growth in the years to come,” said Robert Honeycutt, CEO of Market Metrix.
About Lake of the Torches Resort Casino
Lake of the Torches Resort Casino provides quality entertainment and fun to all who visit. Lake of the Torches has received numerous industry awards in its many years of operation, and continues to strive for excellence as Wisconsin’s premier Northern casino resort. Situated on the shores of Pokegama Lake and nestled in Wisconsin’s Northwoods, the Lake of the Torches Resort Casino has a feel of a classic Northern retreat and reflects its Ojibwe culture and heritage. The casino has over 800 slot machines (including a non-smoking area), 12 blackjack tables and three poker tables, a high-stakes Bingo Hall seating up to 500 persons, the 24-hour Game Time Grill and the Eagle’s Nest Restaurant. The hotel has 101 well-appointed rooms, the Dancing Waters Lounge and the Woodland Oasis pool area. The 8,500 square-foot Convention Center with the Hall of Nations offers an outstanding venue for entertainment, receptions, trade shows, meetings, presentations and seminars. Lake of the Torches Resort Casino is proudly owned and operated by the Lac du Flambeau Band of Lake Superior Chippewa Indians.
About Market Metrix
Market Metrix is helping hospitality companies around the world succeed in the tough economy. We combine industry-seasoned service and advice with powerful products that gather feedback in real-time, provide turn-key service recovery and investment decision support. Based on award-winning research, our Software-as-a-Service (SaaS) based products help save money, reducing the risk of client defections and improve employee engagement. Our benchmarking database, MMHI, is the most comprehensive, independent comparison of hospitality brand satisfaction, providing feedback from over 35,000 travelers a quarter on over 300 brands. Our annual MMHI Awards are coveted by travel enterprises around the world. Our clients include more than 120 brands across 70 countries. Market Metrix has been helping leading hospitality companies turn feedback into performance since 1996.