Interactive CUSTOMER LOYALTY BETIT AND WIRAYA
Betit Group, one of the fastest growing iGaming companies, worked with Wiraya to turn passive players into depositing ones.
For Betit Group, the first step was to clean the customer data. Te data is checked with an automated SMS or voice programme which generates a delivery report, resulting in a stronger data quality. Numbers are cleaned before communication is made. Tis means that Betit always has access to the updated details.
As soon as the data cleansing is complete, the team at Betit were able to define what it was players wanted. Te first programme focused on converting new players into recurring depositing clients. Clients were sent pre-recorded welcoming calls and SMS with customised messages. Tis approach enabled Betit to identify why these players had not been depositing, and offer them targeted incentives to start.
Te second programme was aimed at reactivating players that had been inactive for a number of days. An automatic voice call was sent, asking the player to participate in a survey with the incentive of receiving bonus points in their account. Tis acted as an effective trigger to reactivate dormant players.
All voice messages are combined with a smart flow of SMS messages, adapted to each individual’s behaviour in real time. For example, if a player hangs up early into the call, the SMS adapts to provide them with a longer message to ensure they don’t miss out on the information. Tis approach enabled Betit to identify why these players had not been depositing, and offer them targeted incentives to start.
RELEVANCE IS KEY It’s not just about how you say it, it’s when you
say that also matters. Te Wiyara Cloud uses data to optimise and predict when as well as what and how to communicate a specific message to individuals to maximise its effectiveness. Te technology adapts and reacts to individual behaviours during each interaction to make the conversation as human as possible.
Te service is designed to work alongside the
customer relationship management (CRM) and campaign management tools already in place at most iGaming companies. It does this as part of the existing campaign engine but adds a layer of sophisticated triggered communication. Using push functionality, the results are fed back into the back-end or campaign engine, enabling clear visibility on the ROI.
Advancements in artificial intelligence (AI) mean that new data is constantly fed into Wiraya’s algorithms to optimise communications over time.
In our experience, this type of approach averages four times higher conversion compared to using traditional forms of communications such as email and post. At the same time, customers are benefiting also from more tailored offers. Te result is increased revenues as well as reduced churn.
Te results were twofold. Firstly, Betit could reach large volumes of customers automatically in a personalised, individual way. In addition, players appreciated being targeted in a more relevant way that benefited them. A combination of a well thought out strategy and advanced technology enabled Betit to send the right sort of communications at the right time to reengage inactive customers.
By harnessing the power of automated, advanced technology, Betit is now able to have a more relevant dialogue with its customers. On top of that, its achieved its objective of re- engaging players who had tuned out by offering them timely, optimised offers automatically.
NEWSWIRE / INTERACTIVE /
247.COM P65
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