ENTERACTIVE


Churning back the clock


Talking to someone directly over the phone is the most effective engagement tool for online casinos when reactivating lost players, argues Enteractive CEO Mikael Hansson


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n both business and social life, messaging is the communication tool of choice. It’s why so many casinos have adopted these techniques from traditional email campaigns to modern mobile push notifications when engaging with consumers. These messaging types have been highly


effective when it comes to the acquisition and retention of players. However, when it comes to reactivation of churned players, a different approach is required. To entice an inactive user back onto the


tables or slot machines, operators need to make that extra effort to make them feel wanted again and offer a service they cannot turn down. And despite the array of messaging tools out there in the marketplace, human interaction remains the most powerful way to engage with customers. Not only can you build up a personal relationship, but it’s also proven to have a powerful impact on turning a churned player into an active user.


The power of reactivation


The acquisition of new customers is something which rarely disappears from the mindset of an online casino, but rising costs means targeting newcomers carries a hefty price and often leads to budgets being stretched. There’s also the consideration of what happens next when the unfortunate, but the inevitable churn takes place of certain players. Reacquisition is one solution, but this can also be an expensive practice, especially if you go down the route of paid media re- targeting. An alternative option is through reactivation,


by talking to those lost consumers on an individual basis. By picking up the phone and speaking to them directly, operators can develop a more personal relationship, and


discover their exact tastes to ensure they become active again. Conversations are effectively a survey, and allows the agent to build up a picture of the player’s likes, dislikes, and current circumstances. In fact, we estimate that by communicating with fallen users over the phone can actually convert around 30% of players into becoming active again.


Responsible measures Despite the measures already in place to


tackle problem gambling, the industry as a whole recognises the need to continue with its efforts to identify vulnerable players and deal with them in a responsible manner. While some of the industry’s heavyweight


operators are developing new apps to support problem gamblers, for others such an investment can be too expensive and simply don’t have the staff headcount to deal with such a process. However, through a simple phone call when


trying to reactivate a lost player, or activating one who has failed to complete the registration process, businesses can identify those problem gamblers when talking to them directly. At Enteractive, our certification in


Responsible Gaming means our reactivation team is capable of guiding players through different possibilities and tools to restrict their gambling if they wish to do so. This approach, which heads off activity before it becomes problematic, can be as simple as setting limits on losses and deposits, depending on the individual client.


The VIP treatment Casinos constantly make sure their VIP


players are treated well due to their high value and focus on developing close relationships to ensure they don’t switch sites. However, there’s


no reason why the VIP experience cannot now be extended to the rest of an operator’s customer base in a cost- effective manner. Providing an excellent customer service can make the real difference for businesses looking for that competitive edge, which is becoming increasingly important in such a saturated market.


When it comes to reactivation, sending a generic message with an offer to entice users back to the casino floor may work. But it lacks the personal touch of speaking to someone over the phone on a one-to-one basis. By taking this strategy, operators can discuss a user’s interests, provide them with bespoke offers that will be of interest to them, and most importantly, build up a relationship to make that person feel connected to their brand. At Enteractive, we ensure that players are


contacted by agents that understand the casino experience, who share similar cultural backgrounds which further strengthens that long term, loyal relationship. Turning churned players into active ones once again can be highly beneficial for casinos, but rather than messaging them with offers or living in the hope they’ll return organically, having a quick chat over the phone is a powerful yet simple technique to improve conversion rates.


OCTOBER 2017 71


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