Johnson Business Machines, Inc.
Less Paper in Push for Plastic
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Less Paper in Push for Plastic Article
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Player Tracking Cards

Johnson Business Machines, Inc. is the top producer of Player Tracking Cards in the world. Player Tracking Cards are used by players who receive VIP treatment at casinos - which can range from a free meal or show tickets for frequent though modest-betting visitors to "comped" luxury hotel suites and free first-class air travel for the very highest of high rollers.

The freebies are the result of '"player tracking," a marketing technique that helps casinos identify customers who bet big. One of the hottest trends in the highly competitive casino industry today, it allows casinos to monitor their customers' behavior with a precision that other businesses can only envy.

For the purpose of getting to know - and reward - their best customers better, most casinos offer VIP Club Cards that enable players to accumulate points that can be redeemed for free meals, trips and other gifts, including cash-back options.

This is a way to give the masses a taste of the pampering that long has been accorded high-spending, preferred gamblers.

The plastic Membership Cards - which are the size of credit cards and are usually attached to brightly colored elastic cords - use computer chips to record every spin of a slot machine. At blackjack and other table games, pit bosses keep track of players' bets and add points to their cards later.

Casino officials compare the cards to airlines' frequent-flier programs, noting that both reward customers according to their level of patronage.

When players insert the cards before playing, they sometimes are greeted with a personalized message - such as, "Hi, Larry! Good luck!" - on the screen. This is another form of personalisation and is a very effective form of marketing.

Later, the cards will instantly alert casino-floor managers to "hot slots" where players are betting heavily and rapidly. To entice a gambler to play longer, employees sometimes stop by to chat or offer comps for a free buffet.

For casinos, the cards are a valuable marketing tool. Armed with data such as birth dates, betting habits and entertainment preferences, the casinos can individualize attempts to lure players back by inviting them to bonus-point nights and other promotional events. Player Tracking Cards are hands-down one of the most effective marketing products available today.
Player Tracking Cards
Player Tracking Cards

A Fine Fix

Customer Relationship Management (CRM) performance has been a hit or miss proposition for many casinos. But better CRM strategy combined with second-generation player recognition and tracking technologies can solve the problem

By Andy Holtmann

Customer Relationship Management, or CRM as it is more commonly referred to, has become a meaningful buzzword in the business world.

At the core of the CRM concept is a philosophy in which businesses use whatever resources available to better understand the demographics of their customers, and in turn, offer them more direct, personalized service. The gaming industry, which caters to millions of customers per day, has not only adopted CRM strategies as a vital part of its daily routine, but has taken the concept to a whole new level.