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?
DataCentreMarketing CRM
Database: Single Customer
View
In casino voucher
redemptions
Electronic& papervouchers
Web Visitors
Segmentation
DRS loyalty points
database
PlaytechOnline gaming platform
PGI
Land-basedCasino
Membersdatabase
DM
SMS
Registrations & WebtrackingViews,
Click-throughs,
Unsubscribes
DataPanel
Online Panel
Campaign Builder
LocalClub
AccessFor email,
SMS,DM,
GCVS
-Mosaic coding
-Ethnicity coding
Membershiprecord merging
DataCalm
Feedback Management
GCVSiKiosk voucher
system
Downloads
DataQ: Customer eSurveys & in club
iPad surveys
Marketing portal
DashboardsReporting
DataCentreMarketing CRM
Database: Single Customer
View
In casino voucher
redemptions
Electronic& papervouchers
Web Visitors
Segmentation
DRS loyalty points
database
PlaytechOnline gaming platform
PGI
Land-basedCasino
Membersdatabase
DM
SMS
Registrations & WebtrackingViews,
Click-throughs,
Unsubscribes
DataPanel
Online Panel
Campaign Builder
LocalClub
AccessFor email,
SMS,DM,
GCVS
-Mosaic coding
-Ethnicity coding
Membershiprecord merging
DataCalm
Feedback Management
GCVSiKiosk voucher
system
Downloads
DataQ: Customer eSurveys & in club
iPad surveys
Marketing portal
DashboardsReporting
Multiple Database Integration
Multiple Database Integration
SingleCustomer
View,Analytics,
Segmentation
SingleCustomer
View,Analytics,
Segmentation
Customer Engagement
&Satisfaction
Customer Engagement
&Satisfaction
Closed LoopMarketing
CRM
Closed LoopMarketing
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