How to build a digital customer experience

1. Improving Customer Retention
Carmen Cimirro
CRM Manager – Bwin.it
Milan, Italy – March 2010

2. • Drive prospective
customers to register
• Educate new users to
overcome barriers to
activation
• Educate and drive new users to
overcome barriers to activation
• Increase success rates
• Build awareness
CRM: Moving towards Customer Retention
• Drive activity among best
customers
• Reduce churn among active
users
• Retain existing users
• Reward users
Acquisition Activation Retention
Initiatives
Key
channels
• Website - Onsite
Marketing
• Direct Marketing
Objectives
• Customer Homepage highly
personalized
• Ad hoc email, recurring emails
• Notification emails for main
potential new actions
• Community area, forum, spotlight
section
• Website - Onsite Marketing
• Direct Marketing/notification
Email
• Community
• Loyalty
• Direct Marketing
• Community - Event
• CS VIP
• HomePage personalized
• Recurring emails for 1st
activation
• Activation promos
• Best user treatment program
• Contact service dedicated with
1st line email and phone call
• Loyalty program differentiated for
main levels
• Community events, premium
service, live chat…

3. Integrated CRM to support company’s growth and generate value
On site
Marketing
Direct Marketing
Loyalty &
Rewarding
CRM:
3 Key Channels

4. Integrated CRM
to create value
The strategic pillars & operative levers
Direct Email
Marketing
Loyalty &
Rewarding
Promotion
management &
optimization
Re-engineering
automated recurring
email program
& Ad Hoc emailing
New user’s
segmentation model
Analysis to measure
DM impact on the BU
Fidelity &
Market Program
Loyalty Drivers
& ROI
Analysis to measure
the impact on the BU
Web-Onsite
Marketing
Costumer Centric HP
to maximize users
activity & retention
Special promo
and Premium services

5. CRM as Onsite Marketing communication
• Objectives:
Drive Activation by impacting key inflection points
in a user’s lifecycle
• Initiatives:
Homepage communication based on user’s past
activity and behavior* : Sign up bonus, educational
banner, merchandising
• Why?
Give relevant and timely information to existing
users and visitors in order to drive transactions on
the site.
Get users interested and instantly transport them
there as rapidly and directly possible
Accelerate the match-up of the right player and
the right product, at the right place and the right
time on the site
Scale and help users in ramping up & achieve
success
* i.e: Primary product of buying, last searched/browsed products, Recent Search/Browse, Demographics, Customer Lifetime

6. CRM as Direct Email Marketing Channel
• Objectives:
Drive Activation and retention by impacting key inflection
points in a user’s lifecycle
Activate and educate users
Retain existing users to drive incremental activity
• Initiatives:
Re-engineering current recurring email programs, adding or
reviewing new programs (i.e. lifecycle, likelihood…)
Re-study the user’s segmentation combining behavior and
transaction value
Re-design layout email content to ensure higher DM
standard and the best reading user experience: event,
couponing, promotion, istant-win
Cross-&up selling programs to existing users
• Why?
Get users to complete 1
st
successful activity.
Incite new and repeat activity – Get them back into the
“store”.
Cross-sell and up-sell to existing users.
Re-engage inactive and at-risk users who are no longer
reachable via website onsite marketing

7. Contact Strategy: “90 Day Plan”
0-30 Days 30-90 Days 91+ Days
• Motivate users to confirm
registration and say thank you
• Remind of available resources
• Showcase product depth and
breadth
Registered User
(Reg’s)
Confirmed
Registered User
(not yet active)
NPA’s and AU
• Provide overview of site
• Educate and inform about how
to place the 1st action
• Address barriers
• Educate UNS players
• Reinforce SUC behavior
• Assist with ability to find the right
experience on the site
• Introduce features / formats
(chat live, big Deal…)
• Move players to up-selling
• “Low risk” identified products
• Introduce alternates to buying (i.e.
Fun, thrill and winning, making
money)
• Reduction of contact frequency
• Continue to educate UNS users
• Migrate users from single
products to multiple/many
• Implement new user
segmentation model
• Continue with new user
segmentation model
• Continue moving cross-selling
• Normalize communication
frequency
AcquisitionActivationActivation/Activity
CRM & Direct Email Marketing Channel

8. CRM as Loyalty & Rewarding System
• Objectives:
Increase retention
Sell more and more
• Initiatives:
Retention program / Market Offer
Vip program
Dedicated promo & ad hoc emails
Special Event, Vip promotions
CS special treatment
Compelling offer
• Why?
Prevention of lapsing/declining activity
Keep active users on the site
Ensure a vibrant & exclusive site experience
Reward with premium services the top customers

9. First
Experience
Predictable
Experience
(Brilliant Basics)
Differentiated
Experience
(Compelling Differentiators)
Customer
Loyalty
I’m
comfortable!
It’s easy &
safe
I’m really
satisfied!
It delivers
what it
promises
I’m cool!
Its
Community is
SPECIAL
I’m delighted!
I’m SPECIAL for
YOU
Moving towards Customer Retention means
making the customer feel special

10. CRM 2.0 - The vision
• More automated, timely, event-triggered campaigns, aggressively segment messaging.
• Investigate new content types, A/B test, new targeting types, new look and feel.
• Develop and optimize other DM Channels: SMS, outbound, telemarketing, snail mail, online
survey, live chat, social network to strengthen the relationship
• Develop Retention Marketing into a truly Integrated Customer Loyalty.
• Management: Homepage segmented, notification emails, loyalty drivers, best user treatment
concept
• Drive innovations: push CRM 2.0 and leverage product innovations via focused communication
• Test, go live, ask for any feedback, review, share insights and re-start
• Put the customer in the center of all activities
To address the challenges CRM 2.0 needs to focus on retention, even more than up to now
Build a Branded Customer Experience!

11. Thank you &
see you soon!
Putting the customer
in the center of all activities and create a
"Branded Customer Experience"
Connect with me on LinkedIn
http://www.linkedin.com/in/carmencimirro
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http://twitter.com/carmencimirro