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

·        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

·        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?

·        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?

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

·        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?

·         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