How SurveySparrow Elevated Pechanga's Guest Satisfaction Efforts

Headquarters

Pechanga Pkwy, Temecula, USA

Type

B2C

Use Case

Customer Experience

Industry

Hospitality

About Pechanga

Pechanga Resort Casino is owned and operated by the Pechanga Band of Indians. Opened in 2002, Pechanga is one of the largest resort/casinos in the United States, with 200,000 square feet of gaming space.

Nestled in the Temecula Valley’s picturesque Southern California Wine Country, Pechanga offers unparalleled quality and service, along with the comfort and amenities guests expect and deserve from an AAA Four Diamond Award-winning property. Pechanga has earned the AAA Four Diamond Award every year since opening its permanent facility in 2002. Pechanga has also been named the Best Casino in the U.S. and the Best Casino in the West by the readers of USA Today’s 10Best.

How we hit the mark

Smart Lists
Audience Management
Seamless multi-channel sharing
Custom reports
Broad scope of customization available on the survey design

“Considering the success we’ve had with SurveySparrow, we’re planning to deploy surveys that gather satisfaction insights from specific events located on the gaming floor, resort, and entertainment areas as well.”

Matthew Swanson

Director of Loyalty Marketing

Goal

The Pechanga team was on the lookout for a tool to assist with tracking guest insight. Since the hospitality industry involves a lot of in-person experiences, it was all the more imperative to follow up and keep a tab on guest satisfaction.

They had to ensure the players and guests maintain a high level of delight with their services by obtaining current feedback and taking corrective actions wherever required.

Challenges

Pechanga’s search for an effective guest insight tool brought forth a lot of options. But finding a tool that could collect a large volume of data, i.e., potential responses, was fairly challenging. As an added concern, many tools in the market placed restrictive annual limits on contact list amounts and response numbers.

They began researching a tool that allowed them to focus on gathering valuable insight without being preoccupied with restrictive low-volume thresholds.

Solution

After scouring the market and canvasing options from top to bottom, the team decided to go ahead with SurveySparrow. The tool immediately impressed the team with its flexibility and freedom to seek out large amounts of data without facing restrictive annual limits like the other industry solutions. With expansive capabilities when it came to contact management and response collection, the team was no longer bound by rigid thresholds, which ensured their focus stayed wholly on gathering quality feedback.

Result

More than 700% increase in annual responses

40% increase in the number of survey responses

Better ROI

More than 18% increase in annual CSAT score

Higher Customer Engagement

Pechanga uses SurveySparrow to gather deeper insight into their guest satisfaction, merchandise preferences, and host guest service performance. The marketing team at Pechanga builds out marketing strategies that align with customer preferences based on activity. By harnessing the power of smart lists, they were able to segment their audience, deliver tailored messages and ensure each customer is receiving the most relevant offer. This invariably meant more personalized experiences, more meaningful connections, and subsequently, higher customer engagement and satisfaction.

Using the platform, Pechanga has been able to achieve impressive efficiency gains, translating to significant cost savings. Business operations was also able to save time in custom reporting by transferring response data through the Apps Integration service.