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GIO: How is the user journey planned? PC: That is a superb question because the player journey never ends, the player should always be on a journey. You should never be complacent knowing certain players are active and avert your focus on players that aren’t active. Our big thing about our customer journey planner is when you look at it, ironically it looks like a whiteboard, albeit with drag and drop functionality. That idea came from our meetings with CRM teams, particularly in iGaming, there was no shortage of ideas but the software was not there. They would sit with this whiteboard and draw up the fi rst 30 days of a player’s lifetime and deliberate over their campaign tool. We developed the customer journey setup based exclusively on our fi ndings from meetings with customers. They knew what they wanted to send on day 26 to a player that has come from a certain affi liate link, because the CPA and player loyalty is slightly higher, so it was worth investing. What Alberto and Josh do, is take that type of information which has typically been quite insular within these organisations and democratise it for the CRM team. They highlight all the data the CRM team needs, what the LTV is going to be for the players, and what campaign should be used?


In the beginning, they sat there and crafted these beautifully made journeys only for integration limits to be a roadblock. Now, the minute a player fulfils some sort of criteria, the campaign automatically launches. For example, if someone has requested a forgotten password, we send the password to them as requested. However, it also shows that the player is keen and wants to get back into your site therefore it is a perfect opportunity to start a customer journey. You can look at more relevant information to retain them for even longer. AA: In the daily cases that we see one of the biggest challenges for our CRM team is trying to decide what they want to do and what they can actually do. Usually there is an insane amount of data available if it is organised. Focusing on customers the AI has determined are about to churn gives an opportunity to the CRM team to make a strategy out of it. They can plan in advance by tracking the players, engaging with them and understanding why they got there. In this way they can optimise the journey prior to the customer getting to the point where they are about to churn, you are making the customer experience better, potentially saving the company money and making a better use of your time.


GIO JUNE 2022 13


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