I assume this sharing of financial transaction information by the ATM network and the casinos is legal?
LAS VEGAS--Press Release 07/26 (BUSINESS WIRE)--July 26, 2002--Global Cash Access (GCA), the leading supplier of cash access and customer relationship marketing technologies to the gaming industry, will soon launch ResLink (patent pending), a caller identification service that distinguishes known gaming patrons before a reservation center agent answers the phone. The service assists the reservation center in assessing the value of the caller to increase the gaming value of hotel guests.
ResLink helps agents instantly identify higher value gaming patrons who have no preexisting relationship with the casino. ResLink links GCA's massive database of six million gaming patrons, the largest in the industry, to a casino's reservation call center telephone system. As patrons call the casino's reservation center, the caller ID is electronically matched to the GCA marketing database. If a match is found, GCA sends a predetermined guest profile to the reservation agent's desktop.
ResLink uses multiple components of cash access activity over a rolling 12-month period to measure customer value. Each property will be able to weigh the components and apply seasonal, peak and off-peak profiling, according to the property's objectives.
Only the weighted score and customer's name will be displayed for the agent. Properties can then decide what to offer the caller based on the profile score. For example, low profiles may receive value added components that are low risk, such as free buffets or show tickets, while high profiles can be offered complimentary rooms or food and beverage credits.
When GCA analyzed a sampling of its database against a casino's own player database, it found a high correlation between the amount of cash advance and the theoretical trip worth to the property. The correlation was virtually 100 percent.
Several major gaming operators have said ResLink has real merits and is expected to produce positive results.
"We see ResLink as a service that provides growth opportunities for our casino's customer database," said Rom Hendler, director of revenue management at The Venetian Resort-Hotel-Casino. "The linking and cross-referencing to GCA's massive database will assist us in assessing our gaming customer profiles."
"Prior to joining GCA, I was on the other side as a casino operator, and now that I'm able to see both sides, it's been quite amazing for me to see the amount of new opportunities that have emerged," said Tom Sears, executive vice president of GCA. "ResLink is a simple concept, but one that makes a lot of sense for a casino looking to yield manage the value of their hotel guests. It's an efficient and seamless marketing tool and a good example of the value of doing business with an innovative company like GCA."
