Loyalty in Gaming: Personalizing the Customer Experience

Businesses in the gaming industry are moving beyond traditional concepts of loyalty programs to retain customers by looking for ways to hyper-personalize the experience.

Writing in Forbes, Shep Hyken emphasizes that generating customer loyalty means more than just tabulating points to cash in for rewards. It’s about increasing consumer engagement and smoothing out rough patches in the experience:

…Smart companies are taking their loyalty to the next level. It’s more than just points, even more than marketing. It’s creating a convenient experience for the customer, one that customers want to use. In many cases today, companies are doing this by providing an app for customers’ smartphones.

Smartphone Apps and Individualized Services

For example, Boyd Gaming serves customers through a suite of related services that can be accessed through apps, online, or social media. The B Connected program rewards customers in a variety of ways, ranging from extra plays on slot machines to personalized hotel and dining offers.

By using the B Connected Mobile app, guests access personalized services including:

  • A search engine that allows them to locate their favorite slot machine on a casino floor of any Boyd Gaming property,
  • A GPS-powered feature that serves as a virtual assistant for guests, giving them real-time information when visiting a Boyd Gaming Casino,
  • The ability to immediately make hotel or restaurant reservations through the app.

We Can Help

Providing personalized service and recommendations through smartphone apps requires a robust digital infrastructure and analytical know-how. Gaming businesses can leverage the expertise of the LMS team to implement customizable and digitally powered guest services. Our experts can help implement the technology needed to support scalable, hyper-personalized guest solutions for the gaming industry. To learn more, contact us today at lmsonline.com/contact/.


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