The iGaming industry grows and matures at a very fast pace. Companies are faced with greater competition and stronger regulations, including an increasing number of anti-laundering directives, licensing and GDPR, advertising limitations that reduce the ability to promote free-spins and bonuses. All of these factors are changing the landscape and putting brands marketing acquisition strategies’ under threat. As competition gets fiercer, it gets even harder to attract attention and earn loyalty from players. Offering the same things to all players is no longer effective. Personalization among other things is increasingly penetrating all markets and online gaming is not an exception. The playing rules are changing. And the winners will be the brands that realize that customer experience is the only way to get a competitive edge.
Why does Customer Experience matter?
Simply put, customer experience (CX) is the impression customers get after interacting with your brand – the way they think and feel about your brand, across every stage of the customer journey. Therefore, an effective CX strategy outlines an actionable plan, which ensures customer satisfaction, repeat business and customer loyalty. The most robust CX strategies entail all interactions across all departments, including pre- and post-sales activities, even with those who do not interact with customers directly. Here are the numbers to back up the importance of CX:
1. Businesses which invest in customer experience can increase their revenue by 5-10% (McKinsey)
2. Brands who prioritize CX, in 2-3 years, can see a reduction of costs by 15-25% (McKinsey)
3. In the next 2 years, 81% of companies will compete mostly, or completely, based on CX. (Gartner)
CX strategy checkpoints
Surviving in a customer-focused market largely depends on customer satisfaction. To achieve turning visitors into players, and make them loyal, your brand depends on bridging the gap between customers’ demands and actual brands’ offering. Branded, personalized moments for each individual player at every point of customer engagement is what market leaders are offering. So should you if you want to stay on top of the game. Here are the 4 main checkpoints which are key for getting your CX up to standard:
1. User-centered websites and gaming platforms
The first checkpoint is offering online gaming websites, platforms, and apps that have a user-centered design. It is crucial for learning your players’ needs and wants. More importantly, it helps you build a gaming website or platform that provides an optimal CX and intuitively caters to these needs, thus eliminates the need for other fixes along the customer journey.
2. Personalized communication and offers
While personalization at every step might prove unnecessary, there are certain engagements that require it. It is important to identify those moments throughout the funnel and ensure you add the extra finesse. To achieve this, try to find an automated solution that will enable you to create personalized experiences for your customers.
3. Clear and simple problem resolution paths
Sometimes, technology cannot do everything and a human touch is required for resolving more sensitive matters. Make sure to provide a clear path to resolution, with an immediate and intelligent change of communication channels. Always have a clear picture of the customer’s needs and make sure to have the full story when dealing with a specific situation.
4. Synced customer data across channels and devices
Since most actions and interactions are coming from mobile devices, it is no surprise that players often defer to social channels when seeking a resolution. Constant monitoring and syncing of social channels and your CRM platform are crucial for ensuring there are no unanswered questions or comments on your social media or other customer support channels.
What’s next?
Focusing on your CX strategy in a customer-centered market where rules are constantly changing is not only necessary but the difference between winning and losing players. Learning what players want offering that, along with constant health checks and updates to your CX strategy are the answers to keeping customers happy. In iGaming, customer service and communicating with your players means anticipating their wants, needs, and problems even before they arise. In 2019 and beyond, the game will not be won on the gameplay or sing up complexity fronts, but rather it will depend on the entirety of your players’ experience.
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