Harnessing Real-Time Feedback to Elevate the Guest Experience

Seize the Moment to Turn Guest Experiences Into Loyalty

More than 96% of people hold the power to define a property’s reputation, for better or worse, in the palm of their hands.

What if you could catch that moment before it spirals into a negative review? What if you could turn a fleeting guest interaction into lasting loyalty?

Real-time feedback has become a game changer in the hospitality industry, empowering operators to respond instantly, transform experiences on the spot, and build genuine guest relationships. 

Jess Martinelli, Director of Sales & Success at ComOps, dives deep into how real-time feedback is not only enhancing casino and hotel operations but reshaping the very nature of guest satisfaction—ensuring operators are always one step ahead.

Why Real-Time Feedback Matters

Today’s guests expect more than just a comfortable stay—they want to feel heard and valued. 

According to Jess, one of the key benefits of real-time feedback systems is the ability to capture guest impressions right when they matter most. 

“When a guest swipes their players card on the casino floor or checks out of their room, they receive a survey that captures their feedback immediately,” Jess explains. 

These surveys link detailed guest metrics such as their Average Daily Theoretical (ADT) or Average Daily Wins (ADW) levels, room number, and length of stay, offering a comprehensive view of their experience.

The ability to respond to feedback as it comes in is crucial. “If a guest leaves a score of six or seven out of 10, we want to know why and respond within 72 hours,” Jess notes. “This swift action demonstrates to the guest that we value their opinion and helps prevent them from posting a negative review on public platforms.”

Learn more about our CX services: ComOps Customer Experience Strategy & Support >>

Closing the Loop: Responding to Feedback Quickly

Speed is key when it comes to addressing guest feedback. Jess stresses that operators should aim to respond to any survey within 72 hours. 

“Having pre-built templates for common responses allows operators to close the loop with their guests quickly,” he advises. Whether it’s thanking a guest for their feedback or addressing a specific concern, these quick responses help guests feel acknowledged and appreciated.

This approach is even more critical for high-tier guests. Jess recommends setting up alerts to immediately notify senior managers or executives when top-tier players provide feedback, ensuring that they prioritize and care for the players' experience.

Delegating Feedback for Targeted Improvements

Not all feedback carries equal weight, and the appropriate departments should address different types of feedback. Jess highlights the importance of assigning input to the right teams. 

“If a survey focuses on slot machine issues, it should go directly to the slot director or manager,” he explains. This targeted approach ensures that the individuals best suited to take effective action handle the feedback.

Proactive Changes Lead to Positive Results

Real-time feedback isn’t just about responding to guest concerns—it’s also about using insights to make proactive improvements. 

Jess shares a powerful example from one of ComOps’ Medallia clients.

 “We had a client who received multiple complaints about the lack of handicap-accessible parking. Within two weeks, they added more parking spots, and soon after, they started receiving positive recognition from their guests.” 

This small but impactful change highlights how real-time feedback can lead to meaningful improvements that enhance the guest experience and foster loyalty.

Key Takeaways

The ability to capture and act on real-time feedback is revolutionizing how casinos interact with their guests. From streamlining feedback processing with AI to ensuring timely responses and targeted improvements, real-time feedback systems empower casino operators to elevate the guest experience. 

By listening and responding to guests in real time, casinos can transform negative situations into positive outcomes, build guest loyalty, and stay ahead of the competition.

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