In a digital world saturated with options and fierce competition, standing out in the sportsbooks and online casinos industry goes beyond what we can offer. We have to think about what our customers want. A strong brand visibility or even a ‘bonus war’ might seem attractive, but true excellence is built on a solid basis centered on user experience. From the first message they perceive from the brand to every step they take within a company, everything has to be focused on their needs. We will only have a robust product when it is placed in the top of mind of our target audience.
To fully understand the tools at our disposal, let’s clearly define some of the concepts we handle in this industry.
A NUMBER OF ASPECTS TO CONSIDER
Business Intelligence: We used to segment the audience, but to differentiate ourselves, we must micro-segment it. Data monitoring and the incorporation of variables into our segments are fundamental. Are you using artificial intelligence for data analysis?
Brand Guide: It’s no longer just about branding and general messaging. Each message from the company on every communication screen we use must be designed based on what each segment expects. Everything must be considered and, of course, feedback is essential in this sense.
UX: Redefining our UX concept is crucial. Everything is UX, from the user interface (UI) to CRM, messages, and promotions. Everything contributes to the user experience. Many companies have been applying the concept of ‘experientialization’ for decades. I learned this in a practical way when I contacted the family entertainment and attractions center industry. Think of Disney, where everything is fantasy.
CRM: Compensations are often well-known, and cashbacks and bonuses are appreciated. But there’s no need to use large budgets. It’s much more rewarding to give a NBA fan a special bet for the Celtics than a big, generic bonus. His/her surprise to see that we know their preferences will be greater than the value of the bonus itself. We have the data. Let’s set aside the FAQs and implement an AI that really responds. We must improve the service at every customer touch point, including social media.
Start with Small, Meaningful Changes: Sometimes, the challenge seems so vast that changes can be postponed. However, change doesn’t lie in a complete overhaul, but in overcoming the fear of big changes by starting with a few small ones.
Continuous Evaluation and Gradual Adjustments: To avoid unpleasant surprises and user loss, we advocate for constant, gradual reviews and adjustments. Small regular changes are easier to implement, and allow users to adapt gradually to improvements. If we have 10 new features to include, let’s add 1 per month during 10 months.
Customer Retention Expectation: Customer retention isn’t the ultimate goal, but an expectation, an essential part of the game. Instead of being the goal, it’s a reflection of effective action. A solid UX and CRM strategy drives retention and maximizes customer value and the company’s utility over time.
For operators, it ultimately comes down to making small adjustments to maintain clarity and effectiveness in conveying their message around the importance of user experience and customer relationship management in the sportsbooks and online casinos industry.