ENTERACTIVE
Developing stronger player relationships to drive loyalty
Mikael Hansson, CEO at retention solutions provider Enteractive, highlights why personal phone calls with customers will become imperative to increase lifetime value amid Sweden’s clampdown on bonusing.
S
weden’s newly regulated iGaming market opens its doors at the beginning of 2019 and the framework drafted will require operators to reconsider its approach to player engagement.
The decision to limit bonus offers to just one per
new customer upon deposit throws into question as to how operators will be able to retain players and reactive churned ones without such incentives available to them. Promotional bonuses are an integral part of any
casino’s acquisition and retention strategy, but the unavailability of these offers means an alternative approach is required when interacting with players to keep them active and engaged. There’s also the impact of GDPR to consider, which has scrutinised the way companies can contact their customer base. The new rules mean we must give end users more respect, by sending fewer spam emails as well as ensuring all customer data is handled safely and efficiently. In light of recent regulatory changes, the safest and most secure approach that can help casinos engage with their customers more efficiently to drive loyalty and reactivation is through personal one-to-one phone calls. These direct conversations can help to connect, interact and develop stronger relationships between operators and their players.
Truly understanding your customer KYC is a term very familiar to those within the iGaming industry and its importance cannot be underestimated. However, knowing who your customer is shouldn’t just be seen as a compliance measure to keep regulators at arm’s length. Instead, the KYC approach should also form a crucial role in helping to develop close relationships with players in order to help drive loyalty. Human interaction has always been the best
approach to building up relations in all walks of life, and it’s the same for our industry. A simple phone call can build a rapport much quicker than a generic email bonus offer, as there’s so much you can learn from an individual by speaking to them on a one-to-one basis. Instead of giving them an offer they cannot refuse, why not talk to them to understand exactly why a
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player has become inactive, or know which type of content they are after? What’s also important to note is that these calls
provide casinos with an invaluable tool in flagging problem and vulnerable gamblers. Whether there are issues with age restrictions or problem gamblers, operators are able to take note of the individual’s details to ensure they aren’t contacted again.
Standing out from the crowd
Sweden’s move to limit bonusing will undoubtedly make it tougher for casinos to differentiate themselves in what is already a saturated marketplace. Those with bigger budgets will be able to improve their core product offering or introduce innovative features to attract and retain players without bonuses to offer. However, providing
excellent customer support via direct communication such as a phone call can make a real difference and help operators stand out from the crowd. Going the extra mile will without a doubt improve a brand’s reputation and show to customers that they truly do care about their gaming experience. At Enteractive, we have found that quality relationships create up to 10 times longer connections and improve loyalty among players through our customer support service. As the iGaming industry evolves and regulation becomes even stricter, the bond between casinos and their players will need further strengthening in order to drive loyalty. Personal phone calls with your customer base will be considered the securest and sole method to developing those relationships. By talking to players and listening to their needs,
operators will soon reap the benefits of taking this alternative approach to player engagement.
very familiar to those within the iGaming industry and its importance cannot be
“ underestimated ”
KYC is a term
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