4 Tips for Effective Casino Loyalty Programs

For many decision-makers in the gaming industry, loyalty programs are the backbone of an effective marketing communications strategy. In fact, one national casino brand generates over $6 billion annually from its loyalty program alone, communicating to customers so effectively that it has been able to cut its conventional marketing budget by half. Plus, through the use of durable, American-made digital loyalty program kiosks, casinos and resorts can make it easy for guests to signup and access loyalty rewards.

The following are three tips for creating an effective loyalty program:

1. Focus on Non-Gaming ActivitiesMonte Carlo Casino Loyalty Kiosk

As recently as 20 years ago, most of a casino’s revenue was generated from gaming. Increasingly, though, table games and slot machines have taken a back seat to the more dynamic non-gaming activities that casinos are offering, such as must-see live entertainment events, celebrity chef-owned restaurant experiences and extravagantly luxurious spa treatments.

In fact, one study showed that over 60 percent of all casino revenue comes from non-gaming activities, a 20 percent increase since 1990 and continuing to trend higher. As a result, many casino operators are revamping their loyalty program offerings to allow customers to collect rewards for just about any non-gaming activity or amenity, including concerts, buffets, hotel accommodations and even parking.

2. Create an Intuitive User Interface Experience

Today, many consumers, especially millennials, live their lives through a variety of digital screens. One study showed that the average person owns almost four digital devices, and 83 percent of millennials sleep with their mobile device next to them.

As brands consider improving their loyalty programs, many innovative casino executives are taking advantage of the fact that digital loyalty kiosks can offer customers an easy way to keep track of their rewards benefits. Casino loyalty kiosks can be configured with highly intuitive user interfaces that allow customers to make decisions as seamlessly as they can with a mobile application. Plus, through beacon technology, they can stay in touch with the kiosk even as they move around the casino or resort.

The benefits of casino kiosks reach beyond loyalty program communications as well. Kiosks allow facilities the opportunity to cross-sell or up-sell services, advertise through digital signage and help customers easily find and get to amenities that may be underused.

For many casino operators, digital kiosks pay back big returns: Research shows that 66 percent of consumers will continue to use products or services if they are satisfied with a self-service experience, with some businesses experiencing a 10-fold ROI on the investment in the kiosks.

3. Understand Your Customers

In any industry, trends fade as quickly as they rise, and one of the most important reasons to offer simple, intuitive and interesting loyalty programs is to retain existing customers. Studies show that it costs businesses up to 10 times more to acquire a new customer than keep an existing one. Plus, on average, current customers spend about 67 percent more than new customers.

As the gaming industry turns to self-service to help it interact seamlessly with loyalty program members, many casino operators also are realizing the value of the comprehensive analytics engine that comes with many digital kiosks. Access to this data allows casino operators to gain insight on customer preferences while still adhering to privacy standards.

Staying in front of trends can be big for a brand’s bottom line; one study showed that even small increases in customer loyalty can almost double profits.

4. Bet on the Right Technology

It takes special kiosk hardware to survive and thrive in a casino environment. Consider the following:

  1. Because many gaming floors operate 24/7, the kiosk must be built with high-grade professional components. These are not kiosks that are turned off at the end of a 14-hour retail day, and the hardware must be braced for that reality.
  2. Much of the U.S. is smoke-free these days, but exemptions often permit gamers to light ‘em up, at least on specially designated smoking floors. Those pollutants can gum up the workings of a kiosk and even coat surfaces, making heat dissipation more difficult. Kiosks need to be built with that challenge in mind.
  3. Casinos are designed to over-stimulate the senses of players. A cacophony of sounds and lights assaults the patron, with individual sources clamoring for attention—and chips. A kiosk must on its own stand out and make its presence known. Olea’s new Monte Carlo gaming kiosk, for example, features multiple tracks of programmable LED lighting and a second screen to feature an attract loop. In a busy casino environment against some of the most brilliantly designed games in the industry, the Monte Carlo announces its presence. (The kiosk was recently awarded a Most Innovative Kiosk award from the more than 21,000 readers of KioskMarketplace.com.)

“We really have fun with our work in the casino industry,” said Frank Olea, CEO of Los Angeles-based Olea kiosks. “We understand that the kiosks have to do a great job for their deployers, but to do that, they need to emulate some of the fun and the energy of casinos themselves. That’s why we’ve been successful in getting our kiosks placed not only in major U.S. gaming facilities, but also in overseas gaming capitals such as Macau and Singapore.”

Start Building a Better Loyalty Program Today!

Many gaming-industry leaders are seeing big profits and satisfied customers as a result of their implementation of casino kiosks. Contact Olea Kiosks today to find out how our award-winning kiosks can help you effectively engage customers through your loyalty program.

Get more—and better—consumer-survey results with kiosks

Maybe Americans can blame Ed Koch.

Whether by online pop-up form, a receipt with a URL, or a strategically placed kiosk with a few questions on its mind, U.S. consumers are increasingly asked for their feedback when they conduct certain transactions.

Buy a taco? Please take a survey for a chance to win. Order a new bedspread online? Follow this link and tell us how it went. Nowadays, appeals for a review from your hotel are more common than mints on pillows. Even trips to the doctor, DMV and providers of other day-to-day services are chased by pleas that customers give them a thumbs-up or a thumbs-down.

As the former New York Mayor was fond of asking his citizens, “How am I doin’?”

Consumer Survey KiosksSure, it’s a good thing, this search by leaders for understanding of how their enterprise is performing in the minds of the people who matter most. Well conceived and executed consumer surveys can help executives not only identify and address immediate issues—a customer found something icky in a sandwich—but sniff out long-term trends or bigger-picture issues that may otherwise spell doom for the organization.

Fortunately, technology has enabled this understanding to come at a far lower cost than in the olden days, when surveys required expensive mail pieces, phone calls or face-to-face encounters to get results. Now, through the web, apps and kiosks, it’s more efficient than ever to get into the mind of customers, collect the data and proceed to make the indicated changes to the operation.

Terri McClelland, CEO of DynaTouch Interactive Technologies, puts it best: “If you can measure something, you can improve it.”



Inquiring Minds

A number of factors can influence the success of a project to collect and evaluate consumer opinions of recent transactions. Some include the number of questions, whether there are incentives to take the survey, and whether questions are leading respondents to one type of answer or another.

Just as important, however, is the means of conducting the survey itself. As mentioned, phone calls, mail and face-to-face can be prohibitively expensive. Comment cards are hard to track and can be tampered with by people with vested interests.

Even modern tools have drawbacks. Consider the most popular online option today, the receipt-website-code combination.

  • Will the employee delivering the receipt remember to point out the survey instructions?
  • Will the employee selectively choose whom to encourage? Happy, congenial customers may be directed more consistently than curmudgeonly ones, for example.
  • What is the likelihood that the customer will remember to take the survey? That the receipt will still be in his possession when he’s in front of his device?  That he’ll remember the experience accurately?

Those are just some of the reasons Vincent Brown, a self-service expert with DynaTouch, prefers kiosks for this application.

“In our experience, the advantage of a survey kiosk versus a web-based or online platform is convenience,” Brown said from his  San Antonio, Texas, office. “You are presenting the customer with a platform to give her feedback right there at the point of service.

Brown said that in his experience, after he leaves a business, he’s on to the rest of the day with little likelihood he’ll want to revisit that experience while sitting in front of his computer or using his tablet.

But do customers want to take the time when leaving a business to interact with a kiosk? Brown understands the skepticism but points to one of his clients to support the notion that yes, kiosks will collect more survey responses than other means.

A particular U.S. Government department had been using web-based and paper-based surveys to gather customer satisfaction scores, which had become increasingly important to higher-ups in D.C. In fact, department heads were graded by the number of surveys that were completed.  Wanting to improve their scores, officials turned to DynaTouch to provide survey kiosks.

Before the deployment, responses numbered in the hundreds a month. After the survey kiosks were installed, they numbered in the thousands.

Word is Catching On

Brown says DynaTouch is seeing significant growth in healthcare and government use of survey kiosks because those areas are under more pressure than ever to demonstrate quality service. One of the tenets of the Affordable Care Act ties Medicare reimbursement to higher patient satisfaction scores, and perhaps no customer-service debacle in recent memory has wrought more outrage than that experienced by veterans at Veterans Administration medical facilities.

To improve matters, government agencies decided several years ago to model themselves more closely on traditional service organizations. Leaders determined to take better care of soldiers and veterans, on and off the post. Once they began evaluating their success, however, they saw great room for improvement.

“The genie was out of the bottle,” Brown said, “and the services to their soldiers and families really came under the spotlight. They began to clamor for how they could improve things and really wanted feedback from the soldiers.  So that’s when the military surveys really exploded.”

Brown pointed to another benefit of survey kiosks: immediacy. One retailer that closely monitored kiosk input registered a complaint from a customer. It was able to respond immediately, reaching out to the customer by email before she left the store in order to correct the problem.

Olea Kiosks, which manufactures hardware for survey kiosks, offers several points and tips for potential deployers.

  1. While the initial capital outlay may be much higher than rolling out a web-based survey, the ROI potential is much higher, especially for organizations with multiple locations.
  2. A key metric can be found in the cost-to-complete ratio. While a web-based survey may offer a lower barrier to entry, eventually the cost-per-completed-survey advantage will begin to tighten toward survey kiosks.
  3. Also mitigating the disparity in costs is that survey kiosks require no paper, and time associates might spend entreating customers to take the web-based survey can be applied to upselling.
  4. Because of the immediacy of the feedback, responses are fresher in the customer’s mind.
  5. The ideal number of questions seems to be 10. Customers get bored or begin to feel frustrated if there are too many queries. Ask too few questions, however, and deployers can miss out on key data.

Frank Olea, CEO of Olea Kiosks, added that survey kiosks, like any public-facing kiosk, need to be built to take a fair amount of punishment. He recommends potential deployers take advantage of a free consultation with Olea Kiosks to gauge what a perfect hardware configuration might look like. QSRs and retailers, for example, might need more robust hardware than hospitals or government offices.

“Every business—even our own—lives or dies by what the customer thinks of us. Survey kiosks, when built properly and equipped with the right software, can offer a timely, critical peek into those critical minds,” Olea said.



Contact Olea Kiosks Today

If you are interested in finding out how Olea’s award-winning kiosks can benefit your business, contact Olea Kiosks today by email or by phone at 800-927-8063. Consultations and quotes are always fast and free, with no follow-up commitment expected.

Press Release: Olea Kiosks Dominates Innovation Awards

FOR IMMEDIATE RELEASE

Self-service leader in healthcare, gaming and other verticals is top vote-getter in multiple categories in KioskMarketplace.com competition.

Olea Kiosks has dominated the inaugural Most Innovative Kiosk Awards.

Industry news and information leader KioskMarketplace.com held the competition to determine the most innovative kiosks in eight deployment categories. The results were announced earlier today, March 1, 2017. Not only did Olea win all three categories it entered, its three kiosks were the top three vote-getters over all.

“We are blown away and grateful for the recognition,” said Frank Olea, CEO and third-generation leader of the Los Angeles-based self-service manufacturer. “We work very hard to engineer, manufacture and deliver the best kiosks in the world, and we couldn’t be more thrilled that Kiosk Marketplace and its expert readers have honored us in this way.”

The three categories Olea entered and won are:

Healthcare

The Verona Healthcare Kiosk received more votes than any kiosk in any category, and the win is especially gratifying for Olea given the demands of the healthcare industry. In addition to the standard  ADA compliance rules, deployers must address HIPAA regulations, guidelines mandated by providers of electronic medical records software and the usability of the kiosk in an environment where self-service is still a relatively new presence.

Verona Healthcare KioskThe Verona meets these challenges with a host of features, including unique motorized push-button height adjustment over a full 10-inch vertical range. This makes it ADA compliant for users whether standing or approaching from a wheelchair.

Front access to its quick-change hardware configuration makes maintenance a breeze. The kiosk also can accept the latest in EMV hardware and biometric ID technology.

Unlike other kiosks that offer an adjustable screen, the Verona needs no physical effort beyond the push of a button, meaning that even the youngest or most frail patients can use the kiosk without assistance. In addition, because the mechanism is motorized and doesn’t require a swing arm, it retains a small footprint without intruding unnecessarily into walkways or space where another kiosk might be needed.  Olea’s experience in other verticals helped it keep the price point thousands less than other height-adjustable units.

Go here for more information on the Verona and other Olea healthcare kiosks.

Gaming/Entertainment

Olea submitted its new Monte Carlo Gaming Kiosk, which can be used by casinos for loyalty-program development, wayfinding, check-in/check-out and more. A unique upper-signage component can be used for promotions and advertising.

The kiosk’s small footprint enables placement virtually anywhere and makes it easy to re-position. Brilliant LED lighting can be programmed to display any of thousands of colors in myriad patterns, all remotely.

Olea has deployed gaming kiosks across the U.S. and in Macau and Singapore.

Go here for more information on the Monte Carlo Gaming Kiosk.

Telecom

The JCDecaux cellphone-charging station is a dual-sided kiosk measuring 8 feet tall with 32-inch monitors on each side. Also on each side are four 110 AC outlets, three USB outlets, and two Qi pads for contact charging. The sides are 0.5-inch thick Plexiglas with RBG LED lights able to be set to airport colors or the brand standards of whichever advertiser has placement on the ad panels. They also can be programmed to flash.

JCDecaux Charging Station by Olea KiosksOlea engineered in breakers and a breaker bar and two 20-amp power inputs, one for the charging outlets and one for the digital components that make the kiosk work. Despite the number of components, JCDecaux was adamant that the kiosk be no more than 20 inches wide and 4 inches thick. No locking or securing mechanisms could be visible.

Go here for more information on the JCDecaux deployment and other kiosks Olea has deployed to benefit travelers across the U.S. and Canada.

“Our goal was to recognize innovation excellence in eight customer markets, and the competition succeeded in providing the basis for credible recognition,” said Elliot Maras, editor of KioskMarketplace.com.

“In addition to giving recognition to the companies that deserve it, the Innovation Award provides standards of innovation for all kiosk companies to aspire to in a rapidly changing industry.”

“I’m so grateful for my team,” Olea said. “Everyone plays a role in this. Our sales people always have their ears to the ground, listening for trends and market needs. Our engineers are brilliant in overcoming any challenge we throw at them. Our designers know that it’s not enough for a kiosk to work great, it also has to look great. The staff in our factory who make each kiosk by hand are more committed to quality than any crew I’ve ever worked with.”

About Olea Kiosks

Olea Kiosks is a Los Angeles, Calif.-based designer and manufacturer of kiosks for multiple industries, including QSR and fast casual dining, healthcare, gaming and financial services. Now celebrating its 40th anniversary, the company builds “better kiosks through intelligent design” and serves clients across the globe.

About KioskMarketplace.com

KioskMarketplace.com is the No. 1 news and information provider for the kiosk industry. Launched almost 15 years ago, it covers kiosks, digital signs, mobile payments and related technology, all to help deployers and would-be deployers understand how best to increase their business and delight their customers.

Healthcare Kiosks Can Help Relieve Administrative Headaches

 When healthcare providers search for new ways to grow their bottom line, they often start by looking for new ways to cut administrative costs.  Per one study, U.S. hospitals spend roughly 25 percent of their budget on administrative expenses annually, and many organizations are reducing costs and improving the patient experience by using healthcare kiosks to increase check-in speed, simplify repeatable tasks and help patients find their way around sprawling facilities.

Quick Check-in Improves Efficiency

Boston 2.0 Healthcare Kiosk Patient Check-in Self-ServiceSelf-service kiosks in the reception area allow patients showing up for medical appointments to check-in quickly and easily through an intuitive digital touch screen interface or in many cases, even with a simple swipe of a health plan member card.

In one case study of a hospital that deployed healthcare kiosks, 75 percent of patients thought that self-service check-in time was faster, and 60 percent preferred kiosks because they had shorter lines.

Once patients check in, they can also make any necessary updates to their personal information, and the kiosk can transmit the data simultaneously to the billing office, the reception area, and the health records department.  This newly found efficiency typically results in medical practices cutting their costs significantly. One provider with multiple locations estimated that the average cost of kiosk check-in to be between $0.74 and $1.12, compared to $8.12 per check-in through a reception clerk.

Kiosks can also allow patients to update necessary forms. A kiosk’s electronic signature pad allows patients to read and sign documents such as general consent, patient rights, HIPAA privacy notices, and Medicare utilization forms, effectively digitizing the process. Some organizations have reported up to a 50 percent reduction in staff time spent scanning and handling completed paperwork.

Self-Service Makes Payments and Scheduling Easy

Healthcare kiosks can help streamline the process of collecting payments and setting future appointments, freeing staff to speak to patients who have questions about insurance, doctor referrals or medical record transfers.

Each year, patients in the U.S. spend more than $326 billion in healthcare payments directly to their providers.  Thus, providers find a lot of value in providing convenient onsite methods of payment.  In fact, healthcare facilities can configure kiosks to display outstanding patient balances, accept credit or debit cards with either magnetic strip or EMV chip technology, and print receipts.
In several case studies, providers have reported significant increases in collection on overdue bills and co-payments with kiosks.  Furthermore, patients can use kiosks to check their future appointment dates, search for the next available opening, and print appointment confirmations to take with them.

Kiosks Can Help Visitors Find Their Way Around

Verona Healthcare Kiosk Patient Check-in Self-ServiceIn large and complex medical campuses, puzzled visitors often ask the nearest hospital employee for help finding where they need to go.  What seems like a harmless act can be expensive for organizations; studies have shown that redirecting a lost patient takes an average of three minutes, meaning that medical providers can experience significant losses in productivity over the course a year.  In fact, one study calculated that a hospital lost $280,000 a year if it had its 150 doctors stop just twice a day to give directions.

Healthcare kiosks with wayfinding capabilities are a dynamic and efficient solution to help a visitor quickly locate any doctor or department, as their brilliant high-resolution screen can display clear directions with multilingual instructions.  On the way out, patients can also use the wayfinding technology to direct them to the parking garage or nearest transit stop.

Contact Olea Today

Our award-winning healthcare kiosks can assist reception areas while cutting administrative tasks for providers. Contact Olea Kiosks today to find out how our ADA-compliant kiosks can help your organization increase patient loyalty and satisfaction while freeing your staff to provide efficient medical care.