Casinos that roll out internal improvement programs to boost performance must understand that much more than employee training is involved and that measuring return on investment of such programs is difficult but worthwhile, says Robinson & Associates, Inc., (http://www.advocatedevelopmentsystem.com) a customer service consulting firm to the gaming industry.

Martin R. Baird, chief executive officer of Robinson & Associates, offers the following tip.

Tip:

"It is important to note that internal improvement at casinos involves a lot more than just employee training," Baird says. "Properly done, it requires creation of a structured program. What casinos need for internal improvement is a turnkey system that incorporates such best business practices as leadership, program management, goals and metrics, action planning and incentives. Measuring return on investment for employee training -- one component of an improvement program -- is difficult enough and even more challenging to apply to such complicated systems. But it can be done and is well worth the effort."

Robinson & Associates, Inc., is a global customer service consulting firm for the gaming industry. It helps casinos determine their Advocate Index, a number that indicates the extent to which properties have guests who are willing to be advocates. The company then implements its Advocate Development System in combination with the proven methodology of Advocate Index and best business practices to help casinos create more guest advocates and chart a course for growth and profitability.

Robinson & Associates may be reached by phone at 480-991-6420 or via its Web sites at www.advocatedevelopmentsystem.com and www.casinocustomerservice.com. Robinson & Associates is a member of the Casino Management Association and an associate member of the National Indian Gaming Association.