Interactive
CUSTOMER RELATIONSHIP MANAGEMENT
Raising the bar of personalisation
Comtrade’s Aleš Gornjec explores the value of automation and the seamless integration of CRM incentive systems designed to raise player engagement.
Ubiquitous connectivity, global reach of the Internet, and increasingly advanced personaliSed applications have resulted in consumers becom- ing used to quickly adopting, new online services. But, we also quickly abandon and switch providers when we find better service elsewhere. While some industries and companies are better with the online services and features than others, we expect the cool stuff in more and more places – in a way following the motto “if they can do it, why can’t you?”
All service industries (and increasingly product companies also) are therefore being challenged with the raising bar of personalisation, social ele- ments (like community feedback), and the overall quality of the service itself. The gaming industry is no exception to this, and players increasingly expect the personalized service they are used to getting elsewhere also when gambling.
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To enable, deliver, and evolve that service, gaming operators have had a CRM strategy and techno- logical infrastructure in place for years and decades. However, with the increasing pace of new providers and services being introduced into the market, CRM technology needs the right fea- tures and flexibility to allow operators to move fast and adapt the service to retain and develop the most valuable players.
The elementary tools for personalisation and tai- loring of the offerings are segmentation and per- sonalisation automation based on big data ana- lytics of all player’s activities.
To enable effective retention, value maximisa- tion, and churn prevention strategies, segmenta- tion needs to be based on detailed enough data to create the right segments for either marketing campaigns or for the automation of offers for
players. Segmentation can, for example, be organ- ized to reflect player lifecycle stages. Ideally, the data that is the basis for segmentation will include: a player’s personal information, website interactions (sessions), and activity and betting patterns (full details of games played, channels, devices, betting outcomes, transaction details) in order to cover frequency and the recentness of play, as well as monetary value. It might also include deposit and withdrawal details, player interrelationships (like referrals, buddies, etc.), player/affiliate relationships, and more. Ideally this data will be available in an easy-to-access, central repository (a data warehouse) which the CRM system can use as the basis for player seg- mentation criteria.
CRM needs to be able to evaluate segments dynamically – players need to be added or removed from segments dynamically (and auto-
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