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...
The contextChallenges at a macro level:      Micro-level challenges:   –   Difficult economic times      –   Operations-le...
CRM Implementation Strategy              Single customer view = Insight      Closed loop marketing capability = ROI analys...
2008 - a year of discovery• Debate across the business• Single customer view contradicts long-held internal myths • Real c...
Early learnings• 25% of the customers never visited a casino • Members believed to be ‘lapsed’ were far from it – they wer...
How did we do it?        So how did we do it?
Web Visitors                                                                                                         DataP...
Web Visitors                                                                                                         DataP...
Engaging customers• Keep it simple - 3 segments for 2009:   – New members – come again   – Regular members – visit and inc...
Engaging Genting staff• Created a set of dashboard  reports:   – Campaign measurement by     channel/volume/response   – D...
Customer dialogue New members – proving their worth: • Programme of automated email/SMS/DM   communications • 4 stages • P...
Customer DialogueRegular members – increasing their value:• Select member based on their RFM  scores indexed against highe...
Customer DialogueLapsed members – reactivation: • New module built to track recency/frequency/value• 3 month absence trigg...
Customer Dialogue
Customer Dialogue
Customer EngagementExisting members – measuring satisfaction levels: • Customer service – net promoter scoring.     • In c...
Results• A scientific understanding of customers, based on real  transactional data, and not on anecdote.• This has enable...
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Gaming Operator Profitability: Genting Case Study 2011

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Genting won the prestigious Marketing Society Gold Award for CRM in 2011.

The CRM / marketing software we developed for Genting is now available to other gaming operators for the first time, and I wanted to see if your organization or indeed any your contacts are interested in principle in adopting this software.

Please feel free to send me some times / dates that are convenient for you for an initial discussion of the specific marketing challenges you are facing, as the exact software platform we created for Genting (at huge expense of Time / $) is not only proven, it is now perfected, and it is for the first time available to other operators under the brand name of \'Afinium\'. Within 2 years of adoption, Genting achieved (both on-line and in their land-based assets):

-Increase in new player repeat visits by 53% -Increase Lapsed Customer Re-activation by over 30% resulting in over 100% ROI -Up-Sell to Active Players generating over 30% incremental revenue and 60% ROI

Following in Genting’s footsteps and adopting the same platform they use, software endorsed by numerous industry awards (http://www.afinium.com/Awards.aspx), means you will avoid incurring massive costs and time in re-inventing the wheel, would be riding on the shoulders of giants and using a proven platform customized to our Industry’s marketing needs.

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Gaming Operator Profitability: Genting Case Study 2011

  1. 1. Genting UK - understanding and engaging with customers
  2. 2. 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…..
  3. 3. The contextChallenges at a macro level: Micro-level challenges: – Difficult economic times – Operations-led business – Regulation – Traditional gaming views – Competition – Focus only on high rollers – Taxation – Traditional DM approach to – Smoking ban marketing – Credit crunch • Expensive • Untargeted • wasteful
  4. 4. CRM Implementation Strategy Single customer view = Insight Closed loop marketing capability = ROI analysis Campaign management tools = Personalised customer engagement
  5. 5. 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 analysisAnd some invaluable initial learnings...
  6. 6. 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.
  7. 7. How did we do it? So how did we do it?
  8. 8. Web Visitors DataPanel Online Panel Views, Registrations & Webtracking Customer Click-throughs, Engagement DataQ: Customer Unsubscribes & iPad surveys eSurveys & in club Playtech Downloads Satisfaction DataCalmOnline gaming platform Feedback Single Management Multiple Membership Segmentation Customer Database record merging View, Campaign PGI DataCentre Builder Email Integration Analytics,Land-based Marketing CRM Local Electronic Casino Segmentation Database: Club DM & paper Members -Mosaic Access Closed Loop vouchers coding Single Customer For email, database SMS, Marketing SMS -Ethnicity View DM, coding GCVS CRM DRS loyalty Marketing In casino GCVS portal points voucher iKiosk voucherdatabase Dashboards redemptions system Reporting
  9. 9. Web Visitors DataPanel Online Panel Views, Registrations & Webtracking Customer Click-throughs, Customer Engagement Unsubscribes Engagement DataQ: Customer & iPad surveys eSurveys & in club & Satisfaction Playtech Downloads Satisfaction DataCalmOnline gaming platform Feedback Single Management Multiple Single Segmentation Membership Customer Database Multiple merging record Customer PGI View, DataCentre Campaign Email Integration Database View, Builder Analytics, Marketing CRMLand-basedIntegration Analytics, Local Electronic Casino Segmentation Database: Club DM & paper Members -Mosaic Segmentation Access Closed Loop vouchers coding Single Customer For email, Closed Loop database SMS, Marketing SMS -Ethnicity View DM, Marketing coding GCVS CRM CRM DRS loyalty Marketing In casino GCVS portal points voucher iKiosk voucherdatabase Dashboards redemptions system Reporting
  10. 10. 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 
  11. 11. 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
  12. 12. 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
  13. 13. Customer DialogueRegular 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%
  14. 14. Customer DialogueLapsed 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/SMSResults: • Over 30% make return visits• Worth £millions• Cost £000’s
  15. 15. Customer Dialogue
  16. 16. Customer Dialogue
  17. 17. Customer EngagementExisting 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.
  18. 18. 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
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