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

Email

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

Email

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