It’s in the best interest of casinos to bring in their most valuable customers frequently, but sometimes it can be a challenge to entice them. That’s where URComped, a company that helps high-value players qualify for free cruises and casino trips, comes into the mix to help.
URComped was co-founded by CEO Craig Shacklett, who brings insider knowledge from his experience in the casino industry. The goal of the company is to connect players with exclusive travel opportunities that entice them to spend time in casinos worldwide. Not only do the players benefit from comped trips, but the casinos benefit from the increased business from high-value customers, all thanks to URComped.
Before partnering with AskNicely, URComped faced several challenges when it came to collecting feedback and implementing changes to the customer experience. They knew the problem their casino customers were trying to solve for, but they had little information beyond that.
URComped found they were struggling to gather customer feedback, which made it difficult to address any issues their customers were experiencing too, Craig said. “I felt like the only time I would get feedback, or managers would get feedback, was if somebody posted on social media,” Craig said. But the posts on social media only showed two ends of the spectrum: customers who were happy with their experience, or customers who were unhappy. “We were getting these extremes, but I wanted to see what our average customer felt,” Craig said.
This lack of feedback was due to an equal lack of structure around feedback and measuring their customers’ satisfaction too. Not only did they want the feedback, they wanted to be able to quickly act on anything negative to help resolve issues for customers and keep them coming back. They also found that their limited online presence and lack of Google reviews was hindering their path to growth.
URComped implemented AskNicely's customer experience platform to address the challenges they were facing. AskNicely’s features aligned perfectly with URComped's needs. By using the platform URComped was able to adopt a comprehensive approach to customer feedback and satisfaction.
The team at URComped uses every stage of the earned growth flywheel to provide top-tier service to their customers.
They start with collecting the most important feedback through surveys with AskNicely. This helps them solve that issue of only getting feedback on the extreme cases. Now, they can collect feedback on the good, the bad, and the average interactions. They prioritize addressing urgent issues and high-value customers first, responding to feedback promptly and taking swift action to prevent customer churn whenever possible.
Once these immediate actions are completed, they move onto assessing their feedback. Management meets weekly to review the feedback coming in from AskNicely. During that process they also analyze individual team member performance and look for areas that can be improved upon. Once they do that, they use those insights to improve their process. "We’re able to look into each interaction, especially the negative and the positive ones, and see where we can make a change,” Craig said. Then they coach their team members to make the necessary adjustments.
Lastly, they use AskNicely to help them grow. They’ve increased their Google reviews from fewer than 10 to 153 in the time they’ve been using AskNicely. The review request feature has allowed them to do this seamlessly by prompting their customers to turn their feedback into reviews.
Craig said that "the whole flywheel rings true to us," indicating that URComped is actively engaged in all five stages of the earned growth flywheel. They've integrated this model into their customer experience strategy, using it to drive improvements in team performance, customer satisfaction, and overall business growth.
By implementing AskNicely, URComped has transformed its approach to customer experience. The company now has a structured system for collecting, analyzing, and acting on customer feedback that they lacked before. This allows them to improve the team performance, increase customer satisfaction, and grow their online reviews. This comprehensive approach has positioned URComped for continued success and growth in the competitive casino and travel industry.
