Bingo Revitalization Initiative

Revitalization
of Charitable
Bingo and
Gaming Initiative
Bingo
Revitalization
Initiative
2013
Windsor Charities Briefing
PLEASE Ensure
you
have Signed in
January
21, 2008
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Overview - Revitalization
• Launch date is firm – September 10
• E-suite implemented first
– E-bingo
– Play on Demand Games (POD)
• Other product shortly after launch
– Break Open Ticket Dispensers
• New product for the future already being reviewed
– Ongoing process
• Charities “at the table” (Strategic Development Committee)
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Overview - Revitalization
• Big picture / long term vision for the industry
– Stabilize and grow
– Attract new players
– Add and enhance product on an ongoing basis
– A stronger industry brand and image for Charitable Gaming
– Easier processes for charities and municipalities
– Grow revenues for charities
• Charitable Gaming Centres
– Entertainment options
– Wide variety
– Unique product offering
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Delta Pickering
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Breakaway Windsor
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Boardwalk Sudbury
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Boardwalk Barrie
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Overview - Revitalization
• Other Products already in the Pipeline
– E-Shutterboard
• Fast paced
• Destination game
– Rapid Draw Bingo
• Passive lottery style game
• Game every 10 minutes
• Purchase and check ticket later or watch draw live
• Annual refresh of new product
• Future products
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Overview - New Roles for Everyone
• OLG “conducts and manages” through contract with operator
• Operator manages all day-to-day operations
– Facility, games, finances, advertising and promotion
• Municipalities maintain their role
– Eligibility and use of proceeds
• Charities will have a meaningful role in the Charitable Gaming
Centre
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Volunteer Training - Policies
• E-Bingo in Ontario
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Significantly improved facilities
New roles for charities
Opportunity to expand customer service
Charity volunteer orientation
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Important in today's environment
Required under contract policies
Significant impact with customers
Ongoing – Charity Coordinator
Customer Care
• GOOD CUSTOMER SERVICE ISN’T GOOD ENOUGH!
• Customers are more savvy and informed than ever.
• Customers don’t care about reasons or excuses on why they
are not being treated as they expect.
• Customers have a lot of choices for both entertainment value
and for their limited discretionary dollar.
• Customers do not want “one size fits all” service. They want
to be treated as a special individual and they want to be
catered to.
Customer Care
• MAKE IT HAPPEN!
• FAILURE is determined by what we allow to happen.
• SUCCESS is determined by what we make happen.
Lifetime Value of a Customer
• Lifetime value of a customer is far greater than the
value of a single customer visit
• Losing just one customer represents a large amount of
potential revenue.
• Example: Three times a week 35 year old player
– Average Spend of $60 x 156 visits a year x 35 more
years = $327,600
Four Keys to World Class Service
• Consistency
– Be reliable
• Assurance
– Courteous & Competent
• Responsiveness
– Respond to Needs
• Empathy
– Show that you care
The Ten – Five Rule
• Six Flags instituted the 10-5 Rule.
– When a guest moves within 10 feet of you, you make
eye contact / smile.
– When a guest moves to within 5 feet of you, you
greet them.
Determine Customer Needs
• The only way to satisfy a customer’s needs is to first
determine what those needs are.
• There are four leading ways to determine customer
needs
• Questioning
• Listening
• Observing
• Anticipating
• E.g. New customer with “Deer in the Headlights” look
Everyone is Accountable
• Everyone is accountable for providing the customer with a
great experience!
• No mater what their role
• When expectations are not met, chances are the customer
will take their business elsewhere.
• Exceeding your customers’ expectations keeps them coming
back for more!
The Customer’s Perception
• Only 7% of the message is through the words you use
• 93% of your message is conveyed through your tone and body
language
The Five Deadly Sins
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Ignoring customers
Assuming similar problems have the same solution
Blaming the customer
Trying to prove you are right and the customer is
wrong
• Hiding behind your job description
– “It’s not my job”
People Complain If…
• They feel ignored
• They didn’t get what was promised
– Under Promise – Over Deliver
• Someone was rude to them
• No one is listening to them
• They have waited a long time
Problem Solving
• Things will go wrong. It’s how you help the customer resolve
the problem that counts
• People share bad experiences with friends more often than
good experiences
• Customers tell 12 people about bad experiences
• 10-14 positives to make up a negative
• If complaints are resolved on the spot 95% of complainants
will return
• Identify the problem so it can be resolved
• Questioning, Listening, Observing, Anticipating
• Ask them if everything is ok!
• Silent majority just leave and never come back
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Only 2% - 4% will complain directly to you
For every one complaint heard, 25 others are tell 12 people… 300
people
Handling Complaints
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Look surprised !
Apologize
Give undivided attention
Tell them what you CAN do
• Propose a solution if you are able to
• Contact the appropriate person to help if not
• Do not discuss customer concerns within earshot of
others
Remember…
Volunteer Roles
• Overall Roles of Member Charities include
– Promotion of the charity & how funds benefit
– Customer care support
– Assisting game winners
– Assisting with on location promotions
– Supporting responsible gambling
– Stay informed
• Newsletter, etc.
• Volunteers must be knowledgeable about their charity
– Able to answer questions
– Volunteers must be knowledgeable about policies
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Attendance Requirements
• At least two trained volunteers
• All volunteers must be trained
• A volunteer may carry out “assignments” for a maximum of 3
charities under permit in Ontario
• All volunteers must execute their roles and responsibilities.
• Arrive a few minutes early to sign in and to be ready to go
– Signing in is the “Official Record”
• Remain on duty for the duration of the assignment
• Arrive in proper attire
Dress Code
– Professional Look / Charity Awareness
– Specifics
• Shirts
– Option 1 (preferred): Collared shirts / vests with charity identification (logos)
» All volunteers in the same colour (easily identified)
– Option 2: White collared shirts / vests
• Pants
– Conservative, dark pants or skirts
• Nametag indicating the first name of the volunteer and the charity (if no logo)
• Denim jeans, track pants, stretch pants, shorts, tank tops, and sleeveless t-shirts
are not permitted
• No hats unless specifically related to the charity uniform (e.g., Shriner’s Fez) and
baseball caps are not permitted
• Footwear should also be tasteful and appropriate to the role of the volunteer
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Compliance
• CGCA is legally responsible for compliance
– Non-Compliance Financial Repercussions
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Dress code – ¼ share per occurrence
One trained volunteer attending – ½ share per occurrence
No trained volunteers attending – 1 full share
Late trained volunteer – ¼ share per volunteer
– Opportunity for additional revenue (one member / no members)
• Escalating disciplinary process
– Verbal warning
– Written warning
– Discussion with CGCA board
Upon Arrival
• Send the right volunteers
– Able bodied (they need to run)
– Using volunteers with disabilities
– Positive people skills
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Sign In
Check for large payout possibilities
Check for current promotions
Speak with the previous timeslot volunteers
In Hall Activities
• Greet and welcome customers
– Assist with seating, open doors, assist new customers, smile and have
fun
• Thank and congratulate customers
– Thank Guests as they leave
– On behalf of your charity
• Respond to questions
– Find someone with the answer if you don’t have it
• Promote your charity if the opportunity arises
• Playing bingo for customers not allowed
• No purchasing and /or playing of lottery product while on duty
– Bingo Games, Lottery Tickets, Break Open Tickets (Nevadas)
• Breaks, Meals, etc.
In Hall Activities
• Circulate floor area
– Spread out to cover the floor (limit socializing)
• Ensure tables and floor remain tidy
– Clear USED bingo cards. Be careful!
• UNPLAYED CARDS
• DAMAGED PAPER (e.g. Spills) – RETURN TO STAFF
– Return chairs to proper positions
– Clean - disinfect E-bingo Terminals
• Anything we can do to help sell product without
selling product!
New Customers
• Welcome them to the centre
• Introduce yourself as the host charity
• Show them the facilities & point out:
– Point of Sale Area
• Inform staff they are new
• Assist them with purchase
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Session formats (programs)
Washrooms, Concession, Lotto Sales area, ATM
Floor Sellers and Session Managers
Other product as it is introduced
New Customers
• Let them know if there are any games with HIGH
payouts
• Inform them of promotions
• Show them to a seat
• Introduce them to players at the table
• If playing E-bingo for the first time assist them in
the use
• Ensure that they are comfortable
• Offer to return and check back on them
Help with E-Gaming
• Credits purchased at POS
• Customer picks PIN
• Login with Receipt + PIN
• Credits appear on screen
• Click ‘Advanced’ button
Help with E-Gaming
• Click ‘Buy Cards’
– Yellow button
• Game dependencies
Help with E-Gaming
• Confirm Purchase
– Sales are final
• Purchased cards show on
screen using ‘My Cards’ Button
• ‘Options’
– change dabber style, colour,
number of cards shown, etc
• ‘Play Bingo’ button to start
session play
Help with E-Gaming
Help with E-Gaming
• Automatically sorts cards showing best card (face)
on top left of screen
• ‘Quick Dab’ button to dab all their cards of all undabbed numbers
• Green ball on card showing numbers left on the
card to achieve winning pattern
– Turns red at 1 number away
– Changes to a ‘B’ when bingo is won
– Customer needs to press the Bingo Button (the green
‘Quick Dab’ changes to red ‘Bingo’)
Help with E-Gaming
Play on Demand
• “POD” Games
• Seven games at launch
– 3 bingo type
– 1 E-scratch
– 1 Break Open Ticket
– 2 Progressive Games
• Can play anytime
– Before/after sessions
– During session
• Split Screen
Help with E-Gaming
Help with E-Gaming
Help with E-Gaming
Help with E-Gaming
TapTix – Ticket Dispensers
• Break Open Ticket Dispenser
– “Nevada Tickets”
• Predetermined prizes
– Deal of tickets
– Not a random game
– Bar Code Tear Open ticket dispensed
• Different Options
– Four game types
– Four prices (50¢, 60¢, $1.00, $1.20)
– No Max bet etc.
• Can play anytime
– Separate Room
TapTix – Ticket Dispensers
• Accepts bills
– Added to ‘Balance’
• Play Button
– Reads Bar Code on next ticket
– Displays on screen
– Win shown in ‘Points’
– Points Multiplier
– Dispenses Ticket
• Customers can open
• Not required
• Dispensed Tickets
– Essentially garbage after played
• Bin Folds down for easy clean-up
• Recycle as much as possible
• Cashing Out
– Options
• Touch Screen Button
• Button on front of unit
– Payment Voucher
• Redeemed at counter or by staff
• Valid for 30 days
• ‘Ticket in’ – can be used in other
units
Volunteer Roles – Gaming Products
• Assist customers with E-bingo, POD games, TapTix
• Assist with other new product as introduced
– Direction from Charity Coordinator
• Call back winning card numbers to caller for verification
– Paper
– Electronic
• Identify winner for payment by staff member
– Charities do not handle gaming cash
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Volunteer Roles – Gaming Products
• Winning Bingo
– When a player has a bingo they must hold up their
hand and yell BINGO.
– It is the player’s responsibility to call bingo and make
sure that the caller stops the play
– If the caller does not hear them, call out loudly on
their behalf to stop play
Volunteer Roles – Gaming Products
• Do call-backs when bingo is called
– Electronics
• Caller will ask for Gecko (electronic) first
• Say “Gecko” followed by the last 4 digits of winning card
– Winning Card is always top left ‘face’
• Speak clearly and loud enough for the caller to hear.
– Noisy Stage Area
– Note the locations of Microphones.
– Speak in turn (one at a time)
– Prize win is added to their account
– CONGRATULATE THEM!
Volunteer Roles – Gaming Products
– Paper
• State the colour of the card
• Followed by all the numbers on the
winning face.
• Speak clearly and loud enough for the
caller to hear.
– Prize win
• Identify winner for staff
– CONGRATULATE THEM!
Product Offering
• Bingo Games
– Get to know the different games offered
• Specials, Super Jackpots, Jackpots, etc.
– Learn the mechanics
– Up sell high prizes and designated numbers
• Play on Demand (POD)
– Available on electronic machines only
– Play one on one against the computer
– Can be played anytime
• The more you know – Better customer service
Visual Aids
• Flashboards
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Game in play
Pattern being played
Which balls have been called
The last number called (flashing)
Prize offered
Number of balls called
• TV Monitors
– Next number to be called
Volunteer Roles - Customer Care
• Related Tasks:
– Welcoming and assisting customers with seating
– Providing information on the programs
– Providing information on the promotions
– Assisting customers with the technology basics
– Identifying customer service needs and notifying staff
– Assisting with keeping the environment clean
– Arranging transportation
– Thanking customers for their business and charity support
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In Hall Activities - Launch
• Educate customers on changes
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Account creation – PIN numbers
Keeping receipts (E-bingo, paper prize payouts)
How to use E-bingo terminals
How to play POD games
Volunteer Roles – RG and AODA
• Knowledgeable about in-hall process and information on
Responsible Gambling
• Ensure problem gambling materials are visible and readily
available
• Knowledgeable about the Accessibility for Ontarians with
Disabilities Act and the implications for the Charitable Gaming
Centre
• Direct any individual who requests help or information to a
centre staff member or manager
– Staff have undergone formal training on both initiatives
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Prizes $1000 or More
• Family Responsibility Office (FRO)
– OLG Mandated
– Family Support Payments only
– Information not shared with any other branch of
Government
– Winner must provide ID
– Information is faxed immediately
– Winner is paid usually within 10-15 minutes
– If their win is rejected, staff will discuss options with
the customer
Big Picture
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Number of charities involved
Huge volunteer base
Significant dollars for local community
Partnerships and direction
– Work together
– Work with our partners
– Do what ever we can to improve
– Don’t take sides… we’re all on the same side
• Contribution of volunteers
Cambridge Specifics
• E-Suite Launch Date September 10, 2013
• BOT Dispenser tentative launch Oct/Nov
• Mock Sessions Planned
– Thursday Sep 5th
• 9am-11am
• 3pm-5pm
– Monday Sep 9th
• 10am-1pm
• 2pm-5pm
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Change
• Operational Changes
– As new product is introduced
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Renovations
Security Cameras
Restricted Access
Changes to process
– You may not have access to the same areas as before
– Work with your operator in a positive way
• This is change for them too!
• Taking Direction from AGCO and OLG
– Risk Management
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Change
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Big change for every partner
Change is not easy
Work with your partners
Take direction from your CGCA and Charity Coordinator
Impact to the consumer is the focus
– Positive impact
– Negativity is contagious
– Be informed
• Don’t feed the rumor mill
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Questions
Richard Schwar, Field Coordinator, OCGA
rschwar@charitablegaming.com
Lynn Cassidy, Executive Director, OCGA
905-824-5478 or 1-877-716-7222
lcassidy@charitablegaming.com
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