Kirandt’s COMPETITOR COMPARISON Program

After gradually losing market share to their nearest competitor, our client, a Midwest casino operator, had made many changes to their product and was running neck and neck in handle and AGR with this competitor for many months. Executive management at our client property knew that in order to regain their leadership position in this market, they needed to have an extremely keen sense of exactly what level of service they were competing against and how they measured up by comparison.

The Kirandt Group designed and implemented a competitive comparison program in which Kirandt specialists conducted multiple service interaction evaluations in the key casino operational areas during the same time frame at both the client and competitor properties. The primary departmental areas included in the program were:

Slot Maintenance and Change Service
Slot Jackpot and Fill Service
Table Games Service – Dealers
Table Games Service – Supervisors
Beverage Service – Slots
Beverage Service – Table Games
Casino Cage Service
Player Club Service

Each of the 90+ interactions was evaluated based on predetermined department-specific service standards as well as key employee attributes.

The data from these representative samples was then analyzed and presented in a comprehensive report detailing the comparative strengths and weaknesses of both the client and the competitor. From this easily utilized report, our client was able to readily pinpoint areas in which the competitor was holding a competitive advantage in their level of service – enabling the client to quickly address these areas on their own property. The client was also able to better identify their own strengths and capitalize on their superiority in these areas.

The initial program was so successful at this property – which incidentally has led their market in handle and revenues for many months now – that it is now conducted on a regular basis and has become a key management tool.