Description
Gambling business – largest land-based casino group in UK, with brands in online space
Genting UK - understanding and
engaging with customers
The background
• Gambling business – largest land-based casino group in UK, with
brands in online space
• Millions of customers / 45 casinos / Increasing presence online
• Taken up the gauntlet of personalised customer engagement
• Business needed it / customers asked for it
• Now into Year 4
• A tough but rewarding journey…..
The context
Challenges at a macro level:
– Difficult economic times
– Regulation
– Competition
– Taxation
– Smoking ban
– Credit crunch
Micro-level challenges:
– Operations-led business
– Traditional gaming views
– Focus only on high rollers
– Traditional DM approach to
marketing
• Expensive
• Untargeted
• wasteful
CRM Implementation Strategy
Single customer view = Insight
Closed loop marketing capability = ROI analysis
Campaign management tools = Personalised customer
engagement
2008 - a year of discovery
• Debate across the business
• Single customer view contradicts long-held internal myths
• Real customer insights
• Test & Learn campaigns
• Customer feedback
• Reports and analysis
And some invaluable initial learnings...
Early learnings
• 25% of the customers never visited a casino
• Members believed to be „lapsed? were far from it – they were
just visiting / playing using another membership number.
• New members thought to be worthless – not true.
• Email and SMS often a channel of communication preferred
to direct mail.
How did we do it?
So how did we do it?
DataCentre
Marketing CRM
Database:
Single Customer
View
In casino
voucher
redemptions
Electronic
& paper
vouchers
Web Visitors
Segmentation
DRS
loyalty
points
database
Playtech
Online gaming platform
PGI
Land-based
Casino
Members
database
Email
DM
SMS
Registrations & Webtracking
Views,
Click-throughs,
Unsubscribes
DataPanel
Online Panel
Campaign
Builder
Local
Club
Access
For email,
SMS,
DM,
GCVS
-Mosaic
coding
-Ethnicity
coding
Membership
record merging
DataCalm
Feedback
Management
GCVS
iKiosk voucher
system
Downloads
DataQ: Customer
eSurveys & in club
iPad surveys
Marketing
portal
Dashboards
Reporting
DataCentre
Marketing CRM
Database:
Single Customer
View
In casino
voucher
redemptions
Electronic
& paper
vouchers
Web Visitors
Segmentation
DRS
loyalty
points
database
Playtech
Online gaming platform
PGI
Land-based
Casino
Members
database
Email
DM
SMS
Registrations & Webtracking
Views,
Click-throughs,
Unsubscribes
DataPanel
Online Panel
Campaign
Builder
Local
Club
Access
For email,
SMS,
DM,
GCVS
-Mosaic
coding
-Ethnicity
coding
Membership
record merging
DataCalm
Feedback
Management
GCVS
iKiosk voucher
system
Downloads
DataQ: Customer
eSurveys & in club
iPad surveys
Marketing
portal
Dashboards
Reporting
Multiple
Database
Integration
Single
Customer
View,
Analytics,
Segmentation
Customer
Engagement
&
Satisfaction
Closed Loop
Marketing
CRM
Engaging customers
• Keep it simple - 3 segments for 2009:
– New members – come again
– Regular members – visit and increase value
– Lapsed members – come back
• Deployed a set of customer engagement tools:
– Online & in-casino satisfaction surveys
– Recency/frequency/value models
– Automated email and SMS platforms
– Club manager campaign management modules
– Net Promoter Scoring to track customer service levels
Engaging Genting staff
• Created a set of dashboard
reports:
– Campaign measurement by
channel/volume/response
– Daily/hourly attendance
– Data comparison –
month/month;
quarter/quarter; Y/Y
– Accessed via web portal/PDA
– Delivered to Club Managers,
Regional Managers and
Board Directors
Customer dialogue
New members – proving their worth:
• Programme of automated email/SMS/DM
communications
• 4 stages
• Personalised offers and content reacting to previous
response
Results:
• Repeat visits within 1 month more than doubled
• Members in CRM programme 50% more valuable
than those not
• Significant increase in cross-sell to online gaming
brands
Customer Dialogue
Regular members – increasing their value:
• Select member based on their RFM
scores indexed against higher value
customers
• DM channel only selected
• Date stamped personalised offers
Results from testing period:
• Visits up by 50%+
• Revenue 30%+
• ROI 60%
Customer Dialogue
Lapsed members – reactivation:
• New module built to track recency/frequency/value
• 3 month absence trigger
• Level of incentive to return based on each member?s previous
spend history
• Automated combination of DM/Email/SMS
Results:
• Over 30% make return visits
• Worth £millions
• Cost £000?s
Customer Dialogue
Customer Dialogue
Customer Engagement
Existing members – measuring satisfaction levels:
• Customer service – net promoter scoring.
• In casino iPad satisfaction surveys, email surveys.
• DataCalm feedback portal for web, telephone, and face-
to-face complaint management.
• Net promoter scoring dashboard for club managers &
board directors.
Results
• A scientific understanding of customers, based on real
transactional data, and not on anecdote.
• This has enabled Genting to:
– Increase active member base by 20%+
– Engage the majority of the database five
times or more per year with relevant, timely
communications
– Increase business revenues
– Tackle “churn”
– Reduce overall marketing spend
• ROI to date measured in millions per year
doc_595986685.ppt
Gambling business – largest land-based casino group in UK, with brands in online space
Genting UK - understanding and
engaging with customers
The background
• Gambling business – largest land-based casino group in UK, with
brands in online space
• Millions of customers / 45 casinos / Increasing presence online
• Taken up the gauntlet of personalised customer engagement
• Business needed it / customers asked for it
• Now into Year 4
• A tough but rewarding journey…..
The context
Challenges at a macro level:
– Difficult economic times
– Regulation
– Competition
– Taxation
– Smoking ban
– Credit crunch
Micro-level challenges:
– Operations-led business
– Traditional gaming views
– Focus only on high rollers
– Traditional DM approach to
marketing
• Expensive
• Untargeted
• wasteful
CRM Implementation Strategy
Single customer view = Insight
Closed loop marketing capability = ROI analysis
Campaign management tools = Personalised customer
engagement
2008 - a year of discovery
• Debate across the business
• Single customer view contradicts long-held internal myths
• Real customer insights
• Test & Learn campaigns
• Customer feedback
• Reports and analysis
And some invaluable initial learnings...
Early learnings
• 25% of the customers never visited a casino
• Members believed to be „lapsed? were far from it – they were
just visiting / playing using another membership number.
• New members thought to be worthless – not true.
• Email and SMS often a channel of communication preferred
to direct mail.
How did we do it?
So how did we do it?
DataCentre
Marketing CRM
Database:
Single Customer
View
In casino
voucher
redemptions
Electronic
& paper
vouchers
Web Visitors
Segmentation
DRS
loyalty
points
database
Playtech
Online gaming platform
PGI
Land-based
Casino
Members
database
DM
SMS
Registrations & Webtracking
Views,
Click-throughs,
Unsubscribes
DataPanel
Online Panel
Campaign
Builder
Local
Club
Access
For email,
SMS,
DM,
GCVS
-Mosaic
coding
-Ethnicity
coding
Membership
record merging
DataCalm
Feedback
Management
GCVS
iKiosk voucher
system
Downloads
DataQ: Customer
eSurveys & in club
iPad surveys
Marketing
portal
Dashboards
Reporting
DataCentre
Marketing CRM
Database:
Single Customer
View
In casino
voucher
redemptions
Electronic
& paper
vouchers
Web Visitors
Segmentation
DRS
loyalty
points
database
Playtech
Online gaming platform
PGI
Land-based
Casino
Members
database
DM
SMS
Registrations & Webtracking
Views,
Click-throughs,
Unsubscribes
DataPanel
Online Panel
Campaign
Builder
Local
Club
Access
For email,
SMS,
DM,
GCVS
-Mosaic
coding
-Ethnicity
coding
Membership
record merging
DataCalm
Feedback
Management
GCVS
iKiosk voucher
system
Downloads
DataQ: Customer
eSurveys & in club
iPad surveys
Marketing
portal
Dashboards
Reporting
Multiple
Database
Integration
Single
Customer
View,
Analytics,
Segmentation
Customer
Engagement
&
Satisfaction
Closed Loop
Marketing
CRM
Engaging customers
• Keep it simple - 3 segments for 2009:
– New members – come again
– Regular members – visit and increase value
– Lapsed members – come back
• Deployed a set of customer engagement tools:
– Online & in-casino satisfaction surveys
– Recency/frequency/value models
– Automated email and SMS platforms
– Club manager campaign management modules
– Net Promoter Scoring to track customer service levels
Engaging Genting staff
• Created a set of dashboard
reports:
– Campaign measurement by
channel/volume/response
– Daily/hourly attendance
– Data comparison –
month/month;
quarter/quarter; Y/Y
– Accessed via web portal/PDA
– Delivered to Club Managers,
Regional Managers and
Board Directors
Customer dialogue
New members – proving their worth:
• Programme of automated email/SMS/DM
communications
• 4 stages
• Personalised offers and content reacting to previous
response
Results:
• Repeat visits within 1 month more than doubled
• Members in CRM programme 50% more valuable
than those not
• Significant increase in cross-sell to online gaming
brands
Customer Dialogue
Regular members – increasing their value:
• Select member based on their RFM
scores indexed against higher value
customers
• DM channel only selected
• Date stamped personalised offers
Results from testing period:
• Visits up by 50%+
• Revenue 30%+
• ROI 60%
Customer Dialogue
Lapsed members – reactivation:
• New module built to track recency/frequency/value
• 3 month absence trigger
• Level of incentive to return based on each member?s previous
spend history
• Automated combination of DM/Email/SMS
Results:
• Over 30% make return visits
• Worth £millions
• Cost £000?s
Customer Dialogue
Customer Dialogue
Customer Engagement
Existing members – measuring satisfaction levels:
• Customer service – net promoter scoring.
• In casino iPad satisfaction surveys, email surveys.
• DataCalm feedback portal for web, telephone, and face-
to-face complaint management.
• Net promoter scoring dashboard for club managers &
board directors.
Results
• A scientific understanding of customers, based on real
transactional data, and not on anecdote.
• This has enabled Genting to:
– Increase active member base by 20%+
– Engage the majority of the database five
times or more per year with relevant, timely
communications
– Increase business revenues
– Tackle “churn”
– Reduce overall marketing spend
• ROI to date measured in millions per year
doc_595986685.ppt