INSIGHT
week. Our standpoint is that customers
are people and not a spam target. So far
the results have been positive and our
promotional emails convert pretty well.
with you. In essence, brand is built
from experiences with you. Make those
experiences good and your brand will
convert and retain well because people
want to be with you.
Customer services
Our provider SoftSwiss has a 24-hour
customer services support team who deal
with cashouts, know your customer and
other issues that crop up. They have been
great in helping insulate us from a huge
flow of hassle.
Since customer services are so important,
we’ve also got our own community
manager who monitors the Internet and all
the customer service emails back-and-forth
to ensure everything is okay.
If there is something one of the Oshi
team has to deal with, it gets flagged up and
the relevant person addresses it. We work
on the basis of ‘prevention is better than
cure’, reputation breaking interactions will
kill us. So we all do our best to serve our
customers as well as we can.
My wisdom on brand
Every single interaction is important for
building a customer’s positive associations
Wrapping up
Bonuses are more powerful than I had
ever expected and have to be managed
very carefully. It’s worth having a bonus
specialist on your team and it’s important
to also undertake a lot of competitor
research. It’s a delicate balancing act
between how much money you’re
prepared to give away, how many new
customers you want to bring in and how
much profit you want.
With branding, so far we’ve think
we’ve got lots of things right, i.e. brand
reputation, tone and language. But we
didn’t appreciate how important graphics
and production values were in forming
customers’ first impressions.
My best advice is look carefully at the
winners in your niche and emulate them,
so customers feel immediately comfortable
with you, but always ensure you have your
own unique identity.
Over the last few articles you’ve got a
good overview of my journey with white
label. Over the forthcoming issues of
iGB Affiliate, I will look to do one article
per subject where I really go deep into
specific aspects of managing a white label
i.e. affiliate management, CRM, bonus
management, graphics and visual assets,
SEO, paid media, backend reporting,
general management.
NICK GARNER is CEO
of Tyche iGaming, which
owns Oshi Bitcoin Casino.
He is also founder of
the successful iGaming
marketing agency 90 Digital
and prior to that worked for Unibet and
before that Betfair.
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