STATESIDE
ended, they are also bleeding many of these same players because of poor brand loyalty and customer relations outreach. Enteractive executives cite a great track record of helping global clients achieve customer online gaming reactivation, citing increases of 500%, and a 300% jump in customers’ spending. Analyzing the troublesome statistical data in the U.S.,
Enteractive may have its work cut out for them. These survey results should sound an alarm that American gaming companies have plenty to do: • 90% of Americans prefer speaking to a live agent, not an automated menu.
• 89% of Americans want a brand’s call agents to speak their same language.
• 87% of Americans think American brands should use a CALLER ID that identifies them to customers during phone contact.
• 87% of Americans will probably remain with brands whose live agents ask about their experience during contact.
• 70% of Americans dislike robo-calls; 54% strongly dislike them.
• 42% Americans would accept calls from brands who only want to check in and improve customer relationships.
10 JULY 2022
American companies ignore these numbers at their peril. While these questions were about gaming and entertainment, the responses actually reflect deeper attitudes. People react when they feel unappreciated. I know I do. Have you ever called a company whose automated
menu asks you to enter all kinds of information? Then, after doing that, it is infuriating when a live person gets on the line and requests your same personal information again. Why bother, right? Casinos nationwide may face daunting challenges
throughout this summer, especially with $5 gas, increased tolls, higher transportation costs and runaway inflation. Although most states’ gaming revenues are up over the first quarter of 2021, operators must remember that consumers will soon prioritize their critical daily choices. In Summer 2022, online and sports betting may become more vital than ever before. It is too early to tell. If even remotely true, smart operators better take action immediately. Gamblers and non-gambling customers who demand enhanced interpersonal communication and attention will expect greater customer relations. Even if the customer counts are less, operators will still want those precious customer dollars deposited in their companies’ bank accounts.
f11photo/Adobe Stock
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