When a website isn’t behaving, or a mobile app is crashing, gaming providers need incredibly detailed data to resolve the problem quickly and efficiently. There are so many variables that could cause a problem and it may only be a certain subset of customers that are affected.
By uploading a simple string of JavaScript to your site, it’s possible to track and record every customer journey, including mouse movements, mobile gestures, typed-in information and exact details of what appeared on the screen at any particular moment. Tese insights can then be replayed as needed, providing a 360 view of each and every customer and bringing a multitude of opportunities to transform how gambling sites manage the customer experience, handle disputes, fight fraud and build a more responsible culture.
OPTIMISED CX Despite impressive growth, the gambling
market is fiercely competitive, with new platforms entering the space all the time, each with a slightly new offering or innovation. Differentiation is key to attracting and retaining customers, and the stakes are high, with 38% of CEOs concerned about the speed of technological change when considering their organisations’ growth prospects.
Customer expectations and demands are also evolving fast, with millennials rapidly becoming a top priority for the sector. Mobile gambling increased by 10% in 2017, while laptop and desktop play continues to decline, which means players are looking for faster and more responsive interfaces. And if they aren’t satisfied, they won’t hesitate to go elsewhere, with
Kissmetrics.com finding that over half of all online users will bounce from a site once they get frustrated or have a negative experience. All these factors mean providing a user-friendly customer experience is paramount.
But customer experience is, by its very nature, extremely subjective and when viewed from their internal systems, betting companies have a limited perspective. Tey can, for example, see how fast pages are loading and rendered to the customer, but that leaves a whole host of factors which aren’t visible. What is influencing that slow speed? What impact does it have on customers? Which pages pop up? How does the website really appear and how responsive is it?
Without big data and truly accurate session replay capabilities you can’t achieve that customer perspective. For example, a football fan may be trying to put a bet on during the game saying his team will score in the next 10 minutes. But if the page takes too long to load, and they can’t bet because they missed the goal, you’re going to have an unhappy customer. With real-time analytics and session replay, it’s possible to see whether it was a problem with
NEWSWIRE / INTERACTIVE / MARKET DATA P83
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