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The QLess Blog

QLess CIM is key to improving on casino playing time

This article was originally published in Casino Compendium.

As Casinos continue to open across the world, administrations are recognizing that to serve gamblers safely, they must adopt digital tools to manage lines from pools to slot machines.

California based QLess is ahead of the curve and recently implemented a customer interaction (CIM) tool with three Casino’s, including Caesar’s Palace in Las Vegas, Harrah’s in Lake Tahoe and Tulalip Resort and Casino in Tulalip, Washington that virtually eliminates the need for lines.

Kevin Grauman, CEO, QLess, says: “From the cashier’s window to a popular slot machine — or a hot craps table to the swim-up bar — lines are part of the casino experience. But now lines could get much longer due to social distancing requirements, including the new rule in Nevada that casinos must function at only 50 percent capacity. The unintended consequences of such regulations, however necessary, are potentially financially devastating for operators of gaming establishments.”

“This does not have to be the case. Even with fewer tables, gaming machines, bar seats, and cashiers, casinos can still control lines and small-space crowding while also accommodating large numbers of happy guests. The answer begins and ends with customer interaction management (CIM). For casinos to survive this crisis, it is essential to invest in a platform that makes it easier to manage physical spacing. Good platforms offer the following functionalities.”

Kevin Grauman is a pioneer in virtual lines and digital crowd management, and was named as one of the 100 Superstars of HR Outsourcing in the USA by HRO Today magazine and is also the recipient of the Ernst & Young Entrepreneur of the Year award. The QLess platform includes:

Remote queuing. Through remote queuing, guests can book appointments at the cashier’s window, a seat at the swim-up bar, or a spot at a gaming table. Once an appointment is booked, guests will receive timely updates regarding their wait-times so they can continue to walk the floor, have a drink, or browse the shops.

Predictive data. A sophisticated CIM platform will track guests and use this data to determine how many appointments to offer and when to schedule them to minimize crowding and queuing. As more data enters the system, the AI algorithms become astoundingly accurate in identifying patterns.

Communication. Sometimes things change. You’re never going to ask a guest to leave a table or a specific slot machine if they are on a hot streak. And you’ll never ask guests to vacate their poolside loungers or seats at a swim-up bar (at least if you want them to come back). A good CIM platform allows staff to communicate scheduling adjustments, when needed, directly with guests. This communication takes place through a combination of voice and text — a personal touch of service that won’t go unappreciated.

“Casinos have been absolutely hammered by the coronavirus. In Las Vegas alone, casinos have taken a US$4 billion hit due to the extended closures,” adds Grauman. “Wall Street’s patience is not limitless — and now that many casinos are operating at reduced capacity, they are vulnerable to longer lines when the critical masses of people come back. If the return experience is miserable, the financial impact will be devastating.”

“Guest retention is the lifeblood of a casino, and there is a narrow window to get it right. The name of the game, presently, is accommodating as many guests as possible without compromising safety or enjoyment. The moment requires seamless management of lines and crowds. Using technology that enables this is the only way, in the current environment, to offer the experience required to keep guests coming back or even coming at all. And in the hospitality business, nothing is more exciting than a bustling casino,” concludes Grauman.

To learn more about how QLess is enabling casinos to operate during these unprecedented times, schedule a demo.

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