Conference Day Two

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9:00 AM Dual Perspective Case Studies - Best Practice Initiatives To Build Customer Loyalty And Drive Profitability

Bhopendra Rathore , Head of CRM, Probability PLC

Roman Melchert , Head of CRM, Casinos Austria

In this dual-focused session, you will hear our two presenters deliver two very diverse thirty minute examples of how their companies managed to build customer loyalty as the foundation of a customer management strategy. Two very different companies and two very different perspectives that can both offer you key takeaways to drive process improvement across your CRM strategy.

·        Breaking down the customer life cycle into individual stages and assessing where improvements need to be made: aligning customer requirements with the overall brand promise

·        Developing and implementing a strategy to re-engage existing customers and attract new ones

·        Identifying and analysing individual customer touch points with the business – evaluating gaps in customer service delivery and operational performance

·        Implementing key performance measures to assess customer loyalty and retention rates

Bhopendra Rathore
Head of CRM
Probability PLC

Roman Melchert
Head of CRM
Casinos Austria

·        The advantages of a cross-conversion based approach for the stakeholders (player, online operator, land based operator)

·        The sustainable land-based affiliate model

·        How to drive the land based players to an online site

·        The most common pitfalls

·        What are the land based players doing with their smart devices in a land based gambling environment – Digital behavior case study

·        Cross-conversion case study – Online social gaming platform connected to a land based slot arcade network

Attila Kun
Head of Conversion Management

·        How has social media catalysed the growth of new, innovative players?

·        Facebook versus other social media channels: what works and what doesn’t?

·        Customer experience strategies to attract new customers on social media

·        Is social media the basis of a futuristic CRM function?

Jerry Angrave
Customer Experience Practitioner

12:00 PM The Role Of Customer Analytics In Managing And Supporting A Multiple Channel Presence

Mark Stern , Head of Business Intelligence, Gala Coral Group

·        Assessing how to effectively use customer analytics to manage multiple communication channels, control product information and align consumer touch points

·        Drawing key information from analytics processes to capture customers’ attention and achieve a more focused marketing strategy

·        Translating results into cross-selling opportunities

·        How can analytics enable you to strengthen the customer experience?

Mark Stern
Head of Business Intelligence
Gala Coral Group

Choose a topic that reflects a current challenge or area of interest and brainstorm solutions with your fellow attendees. Topics to be covered include:

Discussion One: Improving Interaction And Engagement With Customers Across Digital Channels: Maintain An Optimal Customer Experience 24/7

·        How are customer expectations of the digital experience look set to increase over time with pressure to ensure consistency of service delivery and responsiveness?

·        Engaging customers across multiple online touchpoints: text, mobile web, live chat, smart phone apps and social media

·        Redesigning processes from a new, customer-centric perspective


Discussion Two: Spearheading A Customer-Centric Corporate Culture In The Betting And Gambling Sector

·        Developing and nurturing a corporate culture that embraces teamwork, innovation and customer empathy

·        Putting in place mechanisms to incentivise and reward staff

·        implementing a step-by-step plan to improve performance business-wide


Discussion Three: How To Shape A Multi-Channel Customer Experience

·        Working with platform-specific partners to shape the customer experience across different channels

·        Customising content to make it as accessible, functional and engaging

·        How can you optimise customer retention across desktop, mobile and tablet?

·        How can customer experience professionals work with product developers and marketers to improve the stickiness of products?


Discussion Four: Developments In Big Data Analytics To Gain Insight Into Customer Trends And Gambling Patterns To Drive Innovation And Achieve A Competitive Advantage

·        An overview of advances in big data and its application across the gambling sector

·        Increasing revenue through visibility into online customer behaviour: why do customers successfully complete or abandon bets and what is the impact on your business?

·        Using analytics to identify the most your biggest spenders and build an accurate customer profile

3:20 PM Panel Discussion - Engagement Strategies To Control The User Experience And Directly Increase Revenue

Jerry Angrave , Customer Experience Practitioner, Empathyce

Mauro Orru , Head of Customer Acquisition, Locus Gaming

·        What is the importance of on-site user surveys to obtain feedback from customers?

·        How can we develop a real-time satisfaction survey system to optimise the customer experience and improve loyalty?

·        What are the best ways to predict and respond to customer behaviour to maintain profitability across each channel?

·        How can we translate feedback into performance improvement by aligning your business goals with data from your metrics and tests?

Jerry Angrave
Customer Experience Practitioner

Mauro Orru
Head of Customer Acquisition
Locus Gaming

4:20 PM Embracing Digitalisation As The Foundation Of A Cutting-Edge Customer Experience Strategy

Christophe Dhaisne , Head of Customer Experience, Unibet

·         Capitalising on advances across cloud, big data, social and mobile platforms

·         What is most important to a digital customer base: speed, excitement and functionality

·         To what extent do digital channels offer the greatest opportunities to impact profitability and customer retention?

·         Fine-tuning the customer experience across internet and mobile channels to achieve the greatest profitability

·         Ensure digital transformation is coupled with operational excellence

·         Examples of gambling companies that have dramatically improved their digital delivery capabilities

·         Drawing comparisons between what worked and what could be improved

Christophe Dhaisne
Head of Customer Experience

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