Feb 2022: Measuring Customer Experience for the Casino Industry

Feb 2022: Measuring Customer Experience for the Casino Industry

Customer experience research is an important part of a casino marketer’s toolbox.  Casinos work hard to provide an experience that will bring their “guests” back again and again.

Casino marketers are inundated with data and information regarding guest behavior and the customer experience – including player tracking, customer surveys, comment cards, team member feedback, and a wide range of reports and analytics.  Dan will discuss how he uses market research to serve as a filter to separate the signal from the noise.

The presentation will begin with an overview of the tribal gaming industry.  Then Dan will share all the various ways he gains insight into guest behavior and customer experience and the challenges faced as this data is gathered and assessed.

He will then share case studies from area casinos that illustrate how market research has revealed powerful findings to create long-term, sustainable growth.

During this presentation you will:

• Be introduced to the tribal gaming industry
• Hear about the various data points used to assess the guest experience
• Find out how casinos use market research to improve the customer experience
• Learn about the challenges Dan has faced analyzing the data and what he has learned along the way
• Be treated to two case studies that show how market research was used to make major changes at area casinos

Update:  Dan has just left Muckleshoot Casino to open his own consulting firm.  Dan will not be sharing any specific information regarding Muckleshoot Casino.

Dan White, Director of Marketing

A marketing professional for the past 27 years, Dan White has spent the last 19 years as a marketing executive in tribal gaming. He is currently the Director of Marketing at Muckleshoot Casino in Washington State, the largest casino in the Pacific Northwest and one of the largest properties in the United States. He has served as CMO and Director of Operations at properties in the northwest including Lucky Eagle Casino & Hotel and Nisqually Red Wind Casino and has extensive experience in market research and data analytics. A graduate of Central Washington University’s School of Journalism, he is currently pursuing his certification in Applied Psychology in Behavioral Economics from Texas A&M University. When he’s not thinking about casino marketing and operations, he enjoys reading, painting, cooking and spending time with his family.