IMOVO
this discussion, the way we relate to one another. With the advent of this digital revolution many analysts used to talk about the importance on implementing a as ‘high-tech, high-touch.’
“But this very advancement has had an impact on the interaction between people, as more and more employees turn to email and social media to communicate with their clients. So, it is not surprising to discover that the traditional forms of communications are on a sharp decline. We can extrapolate the same same phenomenon is taking place; the traditional ways of doing business has become more impersonal, at a distance and, very often, with an ‘invisible’ client. But has customer service always adapted to this new reality? “Undoubtedly, the ‘invisible’ client is becoming the norm. Over the last few years we have been in discussions with clients and asked them for the ratios of traditional vs. invisible. As recently as 2013 the balance was largely in favour of the traditional, but over the last few years the scale has been tipping largely on the other side. I would dare say that today the balance is largely in favour of the ‘invisible’ customer.”
The unseen presence of this new demographic brings with it the adoption of new tech and uses of data to meet the demands of online clients. Sammut believes there is a balance to be struck when measuring up face-to-face interactions in contrast to a wholly digital one. “With the tech-savvy, sophisticated customer of today, we cannot aim to just successfully attain good service, it is just as important to consider how that service was delivered, the ‘experience’ if you will. Take the use of A.I.; very often we highlight this experience in with little thought to the customers’ perspective. Various studies indicate that when A.I. is applied with little thought to the customer, this tends to have an adverse effect on the organisation, as customers start to feel more and more detached from that very organisation. This is one situation where it is important to maintain the ‘high-tech, high-touch’ model; it is good to apply high-tech solutions but not at the detriment of the contact with the client.”
New tech and the prevalence of big data are driving business onto unknown paths. Following the recent
Cambridge Analytica and Google Home Start scandals, the issue of customer protection is one reason online interaction is still met with skepticism from more traditional clients. “As more and more business organisations become data-driven, the issue of data governance will become more and more critical and acute. To achieve such a future-looking analysis companies will need to gather ever fragment of customer data as part of an overall data discovery process. They will also need to garner massive amounts of accurate and relevant data as part of the corporate objective.” Fortunately for gaming as an industry, data shows it as one of the global pioneers in terms of communicating with and responding to this modern phenomenon of tech-savvy, unseen customers often referred to as digital natives and made up currently of predominantly millennials. “Gaming is traditionally a very cash-rich sector which invests in futuristic solutions, whereas other sectors can be more conservative. As a forward-thinking industry there is an advantage, especially as iGaming was born online, so is already well-equipped to working within a digital landscape. However, it’s important not to be complacent and lose sight of what keeps an industry forward will be the ability to know and predict what the invisible customer will do. The iGaming industry is largely targeting millennials, but it’s starting to recognise there is growth in educating and building relationships with older generations, or digital migrants, and that’s where CEM, BI and Big Data Analytics come into play.” understands the need for a strong self-service focus and client engagement strategy across as many channels of communication as technically possible. “At iMovo we have always prided ourselves on being the ‘Know Your Client’ company,” Sammut says. “In other words, we seek to make the modern-day ‘invisible’ client as ‘visible’ as technology today allows us. In fact, our services have strategy has consistently been based at being at the forefront of exploiting technology across self-service, engagement and omni-channel support, and our recent achieve Zendesk Premier Implementation Partner status will help drive this.”
The key to future- proofing industries going forward will be the ability to know and predict what the invisible customer will do
The European iGaming industry has always been at the forefront of the application of
technology to meet the requirements of the ‘invisible’ client
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