Interactive
KNOW YOUR CUSTOMER CHAMPION SPORTS
Champion Sports: Respect your customer
Mark Robson, CEO of Champions Sports, says that whilst online gambling brands need to always look after customers, they should make a concerted effort during these difficult times
So how do you RYC, and how is the current global crisis impacting the way online gambling brands engage with players and continue to deliver a market-leading product and experience?
Mark Robson, CEO, Champions Sports
Respect your customer – this is the most important factor when it comes to running a successful online gambling brand. If you don’t RYC just as well as you KYC, you could fail.
With competition among online gambling brands so fierce, operators must offer their players the best possible experience across all areas, but particularly customer support.
Customer support agents are best placed to engage with players, open a line of communication with them and use this as part of a multi-faceted approach to deliver a personalised experience.
Tis is critical when it comes to customer retention and ensuring the players an operator has acquired remain loyal to the brand and don’t decide to play somewhere else.
P94 NEWSWIRE / INTERACTIVE / MARKET DATA
THE CUSTOMER IS ALWAYS RIGHT (SOMETIMES) To respect your customer, you must first adopt the mindset that they are always right – sometimes. Players are entitled to have an opinion and that opinion must be respected.
Opinions may differ and, in some cases, you need to agree to disagree, but so long as you listen and take their opinion seriously, a resolution can always be reached. Again, this requires highly skilled and well-trained customer service agents and an open line of communication with players. Without these elements, it is tough to truly RYC.
It is also important to understand your players and the experience they are seeking when accessing an online gambling brand, particularly the products and verticals they wish to engage with. Tis is especially important in the current climate where online sportsbooks are trying to fill the void left by the global sporting blackout with many looking to other verticals.
While this is something that should always be in any business and product strategy, a misstep in this current climate can be magnified.
It also shows that some online gambling brands may have done their regulatory KYC but don’t actually know their customers and what they are looking for.
KNOW YOUR CUSTOMER AND THEIR NEEDS For example, a growing number of online
sportsbook operators are looking to quickly integrate esports and virtuals so that players have something to bet on over the coming months.
But to assume that punters need to bet on something shows a total lack of understanding around why people bet in the first place – emotional betting and intellectual betting.
Tose that bet emotionally do so because they love a player or a team, those that bet intellectually do so because they have knowledge and strategy.
If a player has no emotional connection to an esports player or team, or no understanding of the games and how they work, and therefore no knowledge or strategy, they won’t wager. Te same applies to virtuals – there is no emotional connection to be made and, as virtuals use
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96 |
Page 97 |
Page 98 |
Page 99 |
Page 100 |
Page 101 |
Page 102 |
Page 103 |
Page 104 |
Page 105 |
Page 106 |
Page 107 |
Page 108 |
Page 109 |
Page 110
