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Interview
with
Michael
Bare
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President
of Bare Associates International Inc
BAI
one of the world's premier information gathering and evaluation firms that offer
customer service evaluations (mystery shops), market research, compliance
audits.
This
will be the second interview with Mr. Bare
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MYSTERY
SHOPPERS
Guest
Services Evaluator
For those of you that are new in
the casino business here is a bit of tantalizing information for you to be aware
of. It is called Mystery shoppers, they are a diverse group of customers who are
"involved" with a company whom are contracted by the casino to simply evaluate
YOU. Shoppers are independent contractors, most of whom are employed full-time
elsewhere.
Shoppers are reporters. They are
average customers, but because they remain anonymous, they provide very candid
feedback to management about everything from how long did it take to check-in at
the front desk, are the front desk employees friendly and helpful, was the
bellhop personable did he answer all your questions, show you where the thermostat
is and how to use it etc...
Oh yes, they
gamble and critique YOU!
Shoppers report on their
experiences as an average customer--a perspective management cannot offer
because they are too close to and too knowledgeable of their industry.
Mystery shoppers, by
answering survey questions, provide a "snapshot" of what it was like
to be an average customer at a particular business location on a particular day
and time. This perspective cannot come from "inside". If shoppers were
given technical training to use during their mystery shops, they would no longer
be "average customers" and would only provide a duplication of the
services performed by the casino's staff.
Every business seems to use these types of
agencies from banks, retail, restaurants and hotels to help insure quality customer
service. Their clients include most of the largest corporations in America and
the casino industry is not immune.
To recruit new shoppers, generally casinos use an agency. They
sometimes offer a complimentary visit or "extended stay" with free amenities in
consideration for this valuable information. Generally (but not always) they gamble with
their own money. Remember these are players that would normally visit the casino
anyway. Sometimes they actually give a shopper money to play with and it is
not rare that even one of us could be a shopper. That's right, a dealer or more
than likely a floorperson or a pit manager "do favors".
As far as the dealers are concerned, here is a
simple example;
- Did the dealer greet you upon
buying into the game?
- Does the dealer seem to enjoy
his job and is he personable and friendly with you and other players?
- Upon leaving the game did the
dealer ..................
You get the picture. Sometimes
they will stop you returning from your break and simply ask where the
restroom is or perhaps where the showroom or lounge may be located. When you are "tagged"
the report invariably will end up in the hands of the casino shift manager who
will make you aware of the results.
Dealers, Boxmen and Floor
Supervisors have been issued reprimands, warning notices. They have been
suspended and even terminated for recurring "poor shopper evaluation
reports"
There
is nothing we can do about it. Just be careful and be aware.
(You will have little recourse.)
Below
is a short Q&A session with the President of Bare
Associates International, Inc.
Michael Bare ISHC No
other company would give me the time of day on this issue.
Mr.
Bare has nothing to gain by consenting to such an interview that will most certainly
advocate discussion. He has a very successful International
company that obviously has nothing to hide. Given
that, he has my respect.
Do you agree that the casino dealer is perhaps the most supervised service
employee of just about any industry? Casino table games supervisors are qualified to determine who is
not up to standards in player relations and who is
not. Why on earth would they need to be shopped?
Cannot
speak to the fact of dealers supervision, we are not involved in casino
management. However, service is exception, average or unsatisfactory in
any industry.
The
factors that effect service in a casino are challenging, but no more so than at
say the front desk of a busy gaming hotel. Guests are just as
demanding.
The casino I work for
hired shoppers that "tagged" a few dealers and to my surprise the
dealer whom I consider is not "Mr congeniality" gets a good
report while another dealer who is generally very friendly gets
"tagged" with a bad report. (and a written warning notice to boot) The
problem I now see is the moral of the dealer that received a bad report is
poor. His peers were shocked and dismayed when they read his warning
notice. I don't know Mike, It seems to me that those shoppers did more damage
than good.
The
moral of a dealer who receives a report (good / bad or indifferent) is
effect by how that boss presents the report to them, not the
details of the report. Again, we are only there to provide objective
documentation.
If
a boss slams a report on a desk, yells and screams at an employee and then
writes them up without caring to listen, why wouldn't an employee have low
moral.
The
professional boss discusses, coaches and recommends behavior
changes and asks the employee and listens for input on what can
be done to help them improve. Moral high.
It's
not the report, it's how it's used.
Rumor has
it that "Suzy Homemaker" gets an assignment to shop a casino and
invariably finds herself a dealer or two and rips them apart in her report. My
question is, what qualifications must a casino dealer shopper possess (if any)
to do such a job giving the unique circumstances of the dealers job?
(This isn't
JC Penny's )
I can only speak for my firm in saying we do not use "Suzy
Homemaker" to complete shops. In most cases, unless the client specifies
otherwise (wanting minnows) we use those who have proven to be top notch,
detail oriented, shoppers from other divisions of our firm, have gaming
experience, and usually have a host in a casino environment they call their own.
We have been in this business for 15 years and our reputation is too valuable to
lose, based on using an untrained shopper. If a report is not credible, it is
not used or sent to the client. Objectively documented details rule!
It
seems to me that if a casino shopper is always writing a good report about
the dealers, there would be no need for such a service. It also seems to me that
if the shopper gives a "balance" of the good and the bad, it would be
better in the long run for an agency like yours Mike.
Just
as in Craps, the dice fall as they lay. The same is true with our reports.
If
reports are used properly, it's motivational to the staff to feel
good about their performance. We are hired to help casinos
ensure their guest have a pleasant experience, win or lose.
Mike,
why don't you just paint me a picture.
OK,
I'll give you the blueprint. Take it or leave it.
Scott,
like it or not, most hotels, at some point in time, engaged the services of a
"mystery shopper" or guest services evaluator. Those having the
greatest success with this type of program have reports completed semi-annually.
This shopper’s job
is to discreetly observe the hotel's operations and objectively report
observations to Management. Obviously, in observing how a hotel operates, the
evaluator is observing the actions of hotel employees, from the quality of their
service to the integrity of their financial transactions. Therefore, the
evaluator’s observations have significant personnel implications and are
powerful as both a complimentary and disciplinary tool.
An evaluator survey
can take a variety of forms, ranging from a multi-day observation of all guest
services, to an audit, to a brief survey of a particular hotel department.
As you stated above,
the evaluator typically poses as a guest, uses hotel facilities and takes note
(literally and figuratively) of the positive and negative aspects of the
operation. In a full survey, the evaluator will use all of the services
available - beginning with making a reservation and continuing through to the
checking out of the property. He or she will note employee behavior, speed,
attitude and accuracy, and will report the transactions carried out by employees
(particularly monetary transactions) enabling Management to insure compliance
with proper procedures.
Notes are sometimes
written, though usually dictated. Prompt documentation is of major importance to
insure accuracy. Upon check-out, the evaluator (or shopper) will often provide a
verbal executive debriefing with senior management, in order to report key
issues (issues, possible irregularities and opportunities) and then follow-up
with a full written report of all observations.
Reports should
include, but not be limited to, observations of
a) Satisfactory
or exceptional employee performance
b) Integrity
issues
c) Training
opportunities
d) Housekeeping
e) Revenue
building opportunities (i.e. room service salesmanship)
e) Facility
maintenance, to include possible liability issues.
Prudent operators
use these reports as a tool to work with and develop management and staff, and
prevent / correct problems. Once the evaluation has been performed, the key is
to utilize the information provided in a most meaningful way. For the balance of
this article, we will focus only on personnel ramifications.
There may be issues
if the mystery shopper report is used as the ONLY basis for discipline staff.
Using the report as a springboard for further research is most preferable.
It is essential that
Management adhere to procedure when disciplinary action is required. For
example, if the evaluator reported that his room was not properly cleaned, the
Executive Housekeeper could begin periodic spot checks and use his/her own
observations as the basis for corrective action against any implicated
employees. Or, if the evaluator reported inconsistent cash handling procedures
in the bar, Management could deal with the problem by re-issuing Policies &
Procedures and re-instructing its employees on proper cash handling. Establish
the perception of control with your staff.
Management research,
by using in house personnel, can often assure everyone involved of the
thoroughness and accuracy of details provided. Consider though, that in house
test may not garner the same perspective of hotel services as that of an
anonymous evaluator.
What would be the
proper use of such reports in personal issues Mike?
Lets talk about any
employee, not just casino dealers. Often Scott, Management's
gut reaction is to view the shopper’s report as the gospel . . . sufficient
evidence for disciplinary action. In using a reputable established shopper firm,
there should seldom be an issue, but I recommend they scrutinize the facts
closely.
Call the Shopper
Company and ask to speak with the shopper. They should solidify their comfort level with the
shoppers’ credibility and the details provided in their report. Detailed
narratives are significantly more credible than an audit checklist or a yes/no
format with limited comments.
If the report is to
be used as a basis for disciplinary action, that action may be challenged, (i.e.
union grievances) and the evaluator must be ready to testify. Before deciding to
use the evaluator report as the sole documentation for employee discipline
management should consider an arbitrator may not take an evaluators report at face value.
They should insure
that they have
acted promptly in investigating the facts and deciding upon potential
disciplinary action. The shorter the time lapse between the incident and the action, the better, as time can undermine the report's usefulness. Some union
contracts require discipline take place within 48 hours of your receipt of the
report.
They should talk with the
employee in question to get their side of the story. Employees in California for
example must be given relevant portions of the report prior to discipline being imposed.
Management is also required to fully investigate the employee's explanation.
Find and interview witnesses. Remember . . . innocent till proven guilty.
Management should
completely review
and save all evidence, especially with reports that involve possible financial
improprieties. All original checks, credit card vouchers and register tapes must
be reviewed to see if there is any explanation other than employee misconduct
for discrepancies. Check for patterns of “overages” or even drawers that
always balance to the penny. Check and double-check.
Make an honest
assessment if the rule or procedure violated has been adequately published and
enforced. Actions that seem to violate house procedures may be overturned if
there has not been consistent enforcement.
IN SUMMARY
A)
Management should ensure your operational policies are clearly written and reviewed with some
frequency. Most are out of sight, and out of mind.
B) Use of credible
mystery shopper firm periodically pays dividends.
C) Management
should use the reports
to reinforce positive behavior and establish a
“Perception of
control” with their staff.
D) Commit to
diligence & speed in researching the details of a report.
E) Think before you
react. Be consistent in your actions.
F) Consider the
ramifications of disciplinary action, but
DO TAKE ACTION
as the need requires.
G) When in doubt,
get HR or Legal involved.
It is all very
simple Scott, and VERY SERIOUS.
That all on my
end Sir. Good discussion. Thank you for your time Mr Bare.
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