Building loyalty in problematic times

In the busy daily world of gaming, planning and implementing customer loyalty programs is often a key tool for gaming halls. Now, what happens to that bond in exceptionally dramatic situations like the one we are experiencing? Our renowned expert Egber Hernandez Diaz explains why this is a great opportunity to make stronger ties with players.

By Egber Hernandez Diaz, independent Specialist in Marketing and Sales*


The famous physicist Albert Einstein said that a crisis is the best blessing because creativity is born out of anguish. In crisis, inventiveness arises and whoever goes through it can surpass oneself. Every crisis represents a great challenge that forces us to work harder and with a different approach. In this sense, the crisis due to the Coronavirus pandemic that we are currently facing makes us rethink what we can do from the gaming halls. Precisely, since we do not have circulation of people today in the rooms because they aren’t allowed to be open, we can review and understand how to build a closer relationship with customers in the medium term. Without a doubt, it is an incredible opportunity to grow in that bond. It is the ideal time to invest, sow and then harvest.

In demographic terms, it is clear that a good part of the Top client base of many casinos is made up of older adults, who are the most vulnerable to this disease, according to the World Health Organization. So it is important to note that when this global health crisis is over, we will have to be strongly present in the minds of the players. We have to think in the medium term and the best way to build and strengthen customer loyalty today, so that they want to quickly return to our rooms once the COVID-19 is passed. Here, then, are some ideas for keeping that contact solid.

1) We can ask ourselves the following: what does my Top client need? If we take into account that everyone must be staying at their homes, our rooms can act as support channels, providing cleaning services, transportation of merchandise, food, medication, or offering payment for services, if they cannot manage digital tools well.

2) In the case of elaborated loyalty programs with scoring systems, one option is to exchange those points of my clients for articles or services of first necessity. They may even be offered to donate a few points to a cause in which the gaming room is committed to benefit the general public.

3) Make a donation of essential products to hospitals or health workers on behalf of clients.

4) Seek direct contact with my clients, based on the accumulated data. Think about how we can start conversations with them to keep them entertained, distracted from the current situation, remind them of that moment when they won or celebrated a birthday. Let them feel that we can be a channel for them to stay connected, even with other players. Generate a network of empathy and emotional support.

5) Share information about health, cleaning, care and food alerts, and tips that can serve to educate and help them in these difficult times.

6) Establish alliances with companies from other industries to support the community and be able to make efforts on behalf of our clients that make them feel identified with the cause of helping others.

All of these emergency processes to face the crisis will keep active not only our clients, but also our collaborators, who will seek the best way to establish contact with them and make them feel good, useful and supportive. Surely, this approach of trying to strengthen loyalty in a crisis and distress situation will be positively valued by customers, who will remember our brand and our help in returning to our rooms in a future that, we hope, will be close in time.


*For over 19 years, Egber Hernandez Diaz has been applying his knowledge and skills in marketing, sales and customer service in important gaming companies, such as the Mexican operator Logrand Entertainment Group, and in respected companies of other industries. He masters issues such as online & offline marketing and market research; he has led projects of his specialty under the PMI methodology, and has launched products with excellent results locally and internationally.

He has a degree in Marketing from the Instituto Tecnologico y de Estudios Superiores de Monterrey, Mexico, with a specialization in Digital Marketing from the Digital Marketing Institute. Hernandez Diaz also has MBA studies and a wide range of certifications in topics such as coaching, SEO, NLP, leadership and strategies in social networks, among others.