BETTER CHANGE
Why Single Customer View won’t work
The concept of a Single Customer View has been discussed for a while and yet, as it currently stands, it’s unlikely to ever come to fruition. Better Change’s Founder, Victoria Reed, wonders why.
F 28 APRIL 2023
irst, let’s be clear on what we mean by Single Customer View. Essentially, it’s a comprehensive and holistic view of a customer that includes all their interactions, transactions, and behaviours across various operators within the gambling industry.
While a SCV can be highly beneficial for many industries,
including retail, banking, and insurance, it might not be as simple or effective for the UK gaming industry for several reasons: 1. Limited Customer Data: The gaming industry collects limited customer data as a lot of customers often use pseudonyms or nicknames instead of their real names. Also, customer information is often siloed into categories such as different game providers, which can make it difficult to create a single customer view.
2. Legal and Regulatory Compliance: As we are well aware, the UK gaming industry is highly regulated and requires companies to comply with stringent data protection regulations. It may be diffi cult to create a single customer view while ensuring that all data protection requirements are met.
3. Competitive Landscape: The gaming industry is highly competitive, and companies may be unwilling to share customer data with their competitors, which could make creating an SCV more challenging.
4. Gaming Behaviour: Gaming behaviour can be erratic, and customers may play different games at different times, making it difficult to track their behaviour and create a comprehensive view.
5. Customer Consent: Customers may not want their data to be shared across multiple platforms and organisations, and they may not be willing to give their consent to create an SCV. Implementing a SCV across many different companies will undoubtably be a complex process that requires significant effort and investment as well as coordination and collaboration between the companies involved. Some of the most immediate considerations include: • Establishing an independent SCV coordinator: Due to the sensitive nature of the information being shared, it is vital that the organisation running the SCV is completely impartial and independent to ensure no contributors gain a competitive advantage. In our opinion, no one currently operating in the safer gambling space has this independence and so a new entity would be preferable.
• Identifying the participating companies: The next step is to identify the companies that will be participating in the SCV initiative. This will include gambling operators, payment providers, and other third-party service providers.
• Define data sharing agreements: Once the participating companies have been identified, data sharing agreements would need to be established. These agreements should outline the types of data that will be shared, how the data will be shared, and how it will be stored and managed.
• Establish data governance processes: With multiple companies involved in the SCV initiative, it will be essential to establish clear data governance processes to ensure that data is managed appropriately. This could include defining roles and responsibilities, establishing data quality standards, and setting up processes for resolving data conflicts.
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