Interactive
CUSTOMER RELATIONSHIP MANAGEMENT
Aleš Gornjec joined Comtrade in 1996 (previously, Hermes Softlab) as software developer and project manager. In 2001, Aleš founded the company's gaming unit and in 2013, he was appointed General Manager of Comtrade Gaming – a newly formed strategic division inside Comtrade Group - with a goal to drive further growth and expansion.
Complementing segmentation capabilities, CRM needs to provide powerful automation of actions that either result from a player belonging/enter- ing/exiting a player segment, or are triggered as a consequence of a system event and based on business rules. Player segment membership and inter-segment movements can, for example, out- line the typical player lifecycle, which enables pinpointing churn events for every category the operator defines.
matically) based on their related data matching segment criteria. With powerful dynamic seg- mentation capabilities operators are able to quickly, flexibly, and automatically react to pat- terns in player behavior, steer player activity to more profitable channels and content, reward promoters, etc. Automation of marketing or cus- tomer service actions based on a player’s segment membership relieves the operator’s staff from mechanical work, decreases chance of human error, and enables staff to focus on pattern identi- fication, marketing analysis, and promotions design. The CRM system will typically support marketing analysis with big data processing. All of these capabilities will provide for effective selec- tion of player segments, targeted offerings, and better personalized messaging – consequently ensuring higher success rates and lower costs for marketing campaigns.
For effective use of automation the segmentation capabilities need to be seamlessly integrated with the incentive system of the CRM (both bonus management and loyalty), and the promotions/campaign management features. With this, CRM can automatically react to busi- ness events of interest (e.g. player has not logged into the system for two weeks) with preconfig- ured flexible incentives (e.g. offer a retention bonus). Automation and incentive integration can also accelerate acquisition by using predefined conversion cycles that rely on automated com- munications already linked to incentives to increase conversion and to guide the player on a designated path.
Seamless integration of the CRM incentive system and the real time action automation functionality based on system events enables operators to implement advanced player engagement features like real time offers and gamification (like leader- boards and tournaments).
Automation needs to personalize communication and take into account other possible players pref- erences (like language, communication channel, and content preferences).
With the segmentation data CRM can also provide the basis for portal support whereby player por- tals are personalized based on gameplay data
(like favorite games) and the operator is able to entice players with meaningful suggestions and promote new content.
In addition to the segmentation and personaliza- tion automation, CRM’s incentive system should support operators with a broad range of incentive offerings, designed to increasing player lifetime value. These might include:
l Loyalty/rewards programs that allow a player to be awarded for their gaming activity
l Various bonuses that make gaming activity more attractive since the chance of ending it with some winnings is increased
l Vouchers, free spins/bets that attract new play- ers, wake sleeping ones, or migrate them between various channels or products
All these incentives are vulnerable to player abuse, and so operators are combining them with more and more complex risk and fraud rules, that at the end cause more player frustration than benefits. Customer service departments make a vital role when such events occur, and good CRM tools support them with all necessary data about past players’ activities, so that they can resolve their questions or complaints efficiently.
In times when online operators compete with more or less the same product portfolio, good cus- tomer service has become an important differen- tiator that improves business results. Efficiency of solving player complaints, short payout times, and giving players the feeling that operators are providing personal attention – that they are aware of their needs – will ensure heightened sense of trust of the entire relationship. That trust will result in a competitive edge for the operator, and consequently, more business.
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