SYMPLIFY
Symplify to get ahead S
ymplify recently announced the company was bolstering its CRM ecosystem with the addition of AI-powered hyper-personalisation software. That’s a lot of buzzwords in one sentence – is the product really that good? Alberto and Paul explained to Jon Bruford what makes this so different.
Alberto Alfieri
Gaming International Online: So, Symplify has strengthened its solution with AI powered hyper personalisation and recommendation software, then… Paul Crisp: Alberto is the architect of Symplify AI, which is the product of our union following the acquisition of Jada Gaming. It is an incredibly exciting stage for us, both Alberto and I.
Paul Crisp
GIO: With the acquisition in mind, are you operating as two separate brands and companies, then? PC: We are now operating as one brand, Symplify. Jada Gaming and its AI solutions have been seamlessly integrated into the complete Symplify CRM ecosystem following the acquisition. Current partners and any prospective clients will reap the benefits of the AI modules that will shape how companies communicate with customers to boost growth. All the data is accessible from a single point where clients can democratise it and analyse behaviours before making informed decisions to optimise marketing strategies.
GIO: Is it actually exciting and different? Alberto Alfieri: People tend to use and abuse the words “incredible” and “exciting” but in this case it is exciting. It is satisfying when you see something that you partially built, because in this case we are merging two technologies, come together. PC: It genuinely is exciting. I sit in prospect meetings and I’m seeing the analysis coming in from Josh and Alberto. We’re looking at the churn predictions and LTV predictions and getting tons of ideas of how to launch customer journeys and campaign flows against that. For example, if someone has a propensity to stop playing in the future, we can create a bespoke multi-channel customer journey around that. It is exciting in the sense that I can go back to my iGaming roots and solve age old challenges.
12 JUNE 2022 GIO
AI-powered hyper-personalisation and recommendation software – is it an evolution for igaming marketing, or all hype? Symplify AI’s Alberto Alfi eri, and Symplify’s Chief Marketing Offi cer Paul Crisp talk to GIO
GIO: What is the end goal of this software? PC: The end goal is to have a CRM team that can log in to a single platform which covers every element of their daily work. I remember needing multiple logins to different systems to get everything to work, and that is still often the case. All of these tools have a synergy between them which is the data that they’re trying to push or pull on their database. They want their customers to come in and come back, the ideas are often there, it’s the technical limitations that stand in the way, we solve that. AA: CRM in general has gone from being seen as an email & sms dispatcher a few years ago to a powerful and almost endless tool when it comes to customer relationship management. The range of opportunities for improving the customer experience and the quality of the work you offer is non comparable to a few years ago, many thanks to AI in that regard. In this case, Symplify had impressive software already coupled with 20 years of experience in the market in multiple verticals
GIO: How does it integrate into existing software infrastructure? AA: It is modular and the customer does not need to de-channel it, we actually get in-between. Let’s assume they opt for the hyper personalisation module, in reality there are different ways to use it. This depends on the platform or software provider they’re using for their website where we can integrate it at that level. Or we can use our CRO solution to change the look and feel of the content using the recommendations provided by the AI. We have a versatile set of solutions, and multiple modules and functionalities. We do the work in adapting, this means we can shape our integration based on the customer needs. PC: Exactly we just need the host of data coming in from the customer. Typically, people re-platform in this industry and it tends to be a wholesale approach when they take us on board. As I mentioned earlier, especially when you’re dealing with legislated markets, dealing with multiple tools is a headache. Their raw data such as client behaviour, gaming data, withdrawals and deposits will be funnelled into Symplify in a well-laid out way to plot a strategy. For example, they can move forward into Q1 or Q2 and focus on their goals in terms of reactivation or retention in accordance to data and results on the existing marketing concepts that we’re running. Constant optimization.
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