Gaming companies face a number of challenges in running a profitable business due to increasing taxation, regulatory requirements, high customer acquisition costs and retention. These challenges make gaming a highly competitive market and driving profitable outcomes essential. Acquiring customers and reducing customer churn is all about developing great customer moments. Retaining and growing the customer base, requires platforms that are agile and can manage large customer activity. Therefore, it’s important to design a scalable CRM platform that provides a single customer view across sales, marketing and operations to reduce churn, deliver great customer experience, and keep customers playing. Here are the three key things a single CRM platform will help you accomplish: 

1. Eliminate Data Silos
The Know Your Customer (KYC), Anti Money Laundering (AML) regulations, plus social responsibility commitments require compliance to ensure checks are in place. The next challenge is to get customer data/records through complaince in real time, so that we can start conversations and build journeys to deliver business benefits. A company needs customer data to be readily accessible for sales, marketing and operations. Storing it in one CRM accomplishes this and ensures that the customer conversation does not get lost or out of sync. Operations staff resolve problems better when they know a customer’s value to the business, the offers they have, and the channels used to contact them. All too often, companies use one platform for sales, another for their help desk and yet another for marketing, resulting in three sets of customer data that is siloed and not shared.

2. Identify Your Target Channels
A ‘mobile first’ strategy is critical to delivering exceptional customer experience across all devices, ensuring trial through a great customer experience. Using low cost channels to acquire and learn about your customers is important; listening and marketing in social media enables interaction, stimulation, and understanding of context. It also allows smarter messaging and better journey planning to increase revenue per customer or up-sell/cross-sell. Mass media has it’s place to drive awareness; however lower-cost digital channels can convert faster if the segmentation, targeting and context is understood and automated to reduce marketing cost. We can also develop journeys to lower cost support channels to keep costs down for specific customer segments.

3. Enable Personalized Customer Journeys
Retaining customers and reducing churn is fundamental to the life of most data-driven businesses. Understanding the customer behaviour, activity, demographics and spend enables us to build segments and find similar ‘lookalike’ profiles to target new customers. Gaming customer volumes are large, so you need to have a platform in place that can scale, but most importantly, one that can build multiple journeys, across multiple channels for your segments. Delivering a more personalised conversation, to many segments based on actionable insights, stimulates activity, drives spend and reduces churn to other brands.

Bluewolf helped Caesar’s Entertainment build a connected customer journey, which enabled personalised messaging, stimulation offers and sales operations to understand and manage customers before, during and after their visit.

Bluewolf has over 15 years experience designing and building customer-focused CRM platforms that deliver great customer moments across departments. In addition, our marketing experts can design your marketing automation strategy to deliver a connected customer at scale for all enterprises. Talk to us today.