MRI Blog
A Matter of Trust

A Matter of Trust
Posted on Apr 11, 2018 in Casino Marketing Comments

Important business lessons from Facebook’s data breach

Ah Facebook. We’ve all seen the headlines: plummeting stock prices, falling user engagement, advertiser pullback and investigations launched by the Federal Trade Commission. The longtime leader of social networking sites has lost the most crucial asset of any business: the trust of its customers, investors, advertisers and regulators.

The social media giant is facing this game-changing confidence crisis after reports that Cambridge Analytica, a firm that worked for U.S. President Donald Trump in the 2016 election campaign, improperly obtained and retained data from 50 million Americans.

According to a CNN report, Facebook has lost $80 billion in market value since its data scandal, and the hashtag campaign #DeleteFacebook continues to trend online.

This is not a place you – or your PR team – ever want to be.

Building trust by being accessible

In our personal lives, good relationships are built on trust. The gaming industry is no different. In fact, trust is crucial for the survival and success of any company. Damage this credibility and you’ve handed a player to your competitors. It’s a concept I explored years before the Facebook data breach, in an August 2016 blog entry entitled The Trust Factor .

But while trust is a key component and something that everyone wants, it is certainly not something that comes easily. While generations of companies grew their businesses through direct interactions with customers, today’s casinos find it increasingly challenging to deliver truly personalized attention to every player.

To address this challenge, many of our casino clients are turning to the power of mobile apps to build trustworthiness through consistent, transparent, upfront, easily-accessible communications. 

Statistics show that the average American spends more than two hours a day on his or her mobile device.

With a customizable platform, having a branded mobile app will increase awareness of your casino’s offerings and encourage customer engagement with your brand. It can even drive visitation through easy hotel, meal and show reservations, exclusive event offers and digitized player rewards.

Through push notifications you get even closer to a direct interaction, and can easily remind customers about your games, tournaments and special deals whenever it makes sense. Talk about on-hand information! 

Keep in mind that the lexicon of gaming doesn’t actually build trust.  For example, consider “the house advantage”. Either the player wins or the house winds so the two are always at odds. Trust is a win-win.  Eliminating lines at check-in events and promotions is a win-win. 

Make a true and sincere connection with your customers

Through a custom mobile app, your customers can remain engaged with your casino long after their visit, which is one of the most useful ways to build positive rapport and loyalty. I’m not saying a mobile app is the entire solution to building a brand players trust. But it can be an effective way of staying just a “fingertip” away from your customers at all times.

In life and in business, it is the relationships we forge—and the trust we create—that matters most to our success at the end of the day. This is why we say Own the Dialogue™.

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