Sports Betting Focus 2018
Sports Betting Focus 2018
OMNI-CHANNEL:
At the heart of B2B
Multi-channel approaches to marketing focus on new customer acquisition. But omni-channel goes further, turning customers who play into customers who stay, says Valentyn Kyrylenko
The best have always had it. A general on the battlefield, a comic on the stage, the CEO of a multinational corporation: they know how to read their people and give them what they want most – a relationship built on trust. The people trust the leadership and offer their loyalty; the leader values their loyalty and never leads them astray. The true leader wields his or her ability expertly, relying on the best information available to know exactly when to nudge, when to encourage, when to back off and when to turn up the heat.
A successful business is no different. The information it takes in and returns to its clientele in the form of dependable, relevant and user-friendly products and services is the lifeblood of customer satisfaction. If you lead in a way that your customers can understand, they will continue to follow you. Nowhere is this kind of customerand client-awareness more apparent than in a company with a clear, consistent marketing strategy based on solid data integration. Now imagine being able to shape and deliver that winning strategy with a tool that combines seamless customer experience for both providers and end-users. This is the distinct advantage of omni-channel.
The omni-channel approach is driven by a single simple principle: success breeds success. With B2B products, the success of our business is tightly joined to the success of our business clients. To foster this success, we have developed a system that helps a company’ s various divisions work in sync to deliver a consistent message. Whether a website or a show stand, accessed from a smartphone or a PC, omni-channel puts forward a single, consistent design with an intuitive interface, and all the security that comes with real time segmentation, fraud detection and 24 / 7 bet monitoring. On the owner side, this system also sidesteps the breakdowns that invariably occur in multi-channel, where a callcentre, a loyalty card programme and a distribution centre all seem like distant, separate planets.
But with our solid data integration strategy you are able to meet the player wherever he is; better yet, it allows the player to meet the game in the way he prefers.
There need be no fear if you are considering going omni-channel. Every channel works from a single database of players, games, prices and promotions. Working together with a solid CRM system, you can crunch player data to provide your commercial and technology managers with the kind of practical insight that results in targeted recruitment, loyalty and pleasure activities that
Valentyn Kyrylenko is VP of business development for Betinvest, a company delivering cutting edge technology solutions to industry leaders. He has spent most of his working life at the intersection of finance, technology and investment.
your players respond to – and all of it quantifiable. Your marketing strategy functions as close to a personalised marketing strategy as is possible. And in addition to a gaming experience that seems to read their thoughts, what do players get? Simple: the brand and the game they want. They get a unified player experience that is reliable and recognisable across touch-points and moments of truth, one that assures the player that he truly is the boss.
Customers experience brand and product in a consistent way across channels. One quick example: a sportsbook can build promotion campaigns to convey the same message, regardless of the channel. It can share game-related information – results, winning amounts, odds, prizes – via any channel a player chooses. Similarly, player activity on one channel is reflected in his customer profile. System responses to player activity reach the customer through the channel he’ s using to interact with the system when the response becomes available. For the company, a player’ s account is a resource of actionable insight, an account record with all the pertinent info on player interactions like detailed financial and gaming history, enrolled services, active services, promotions and campaigns, delivered content, responsible gaming limits, demographic details, even gaming profile( risk level, payout). At crucial moments of truth, players are supplied with content they value and recognise in a way that is relevant to them where and when they are most receptive.
Coherent, consistent, relevant, and seamless. These are the markers of success in business and are qualities that define leaders. They are also fair descriptors of the unified technical solution Betinvest can provide for your gaming business. When you partner with us, you have chosen a company that implements an omnichannel approach in its own products and services, ensuring both you and your clientele a smooth transition. It’ s the kind of flexible, expandable environment that focuses on the long-term – and the kind of solution that keeps you focused on success.
iGamingBusiness | Issue 111 | July / August 2018 61