Just focus on the customer

Remember the times when the advertising and acquisition budget looked like a never-emptying wallet-always there, available, to fulfill the marketing team’s wildest dreams?

Those were the days when spending a lot was viewed as the major-if not only-variable part of an equation, with the ongoing and increasing number of customers, ticket sales and revenues on the other side of it. All lotteries know the drill too well when it comes to creating the necessary buzz to acquire new customers; advertising campaigns on TV, print, outdoor, web, SEO experts, PR campaigns and sponsorships have been taking the greatest slice of the marketing budget for many years.

With marketing budgets slashed and the Cost per Acquisition  in all mature markets reaching unprecedented heights, the industry has been driven to focus increasingly more on what is considered the most important element of our game; our customers.

INTRALOT Interactive identifies as one of its most important goals the establishment of a loyal and mutually beneficial long-term relationship with each and every one of our players.  A personalized one-on-one customer-centric retention marketing approach enables lotteries to create the critical foundation towards an extended and revenue- generating customer lifecycle.

We need to spend time, resources and energy to clearly identify key facts and real drivers of customer behavior; understand their desires, aspirations, expectations and spending patterns, so as to slice and dice (in the smallest and clearest segments) what may seem as an incomprehensible customer database. The INTRALOT Interactive player segmentation process includes cutting edge analytical tools, database marketing programs and statistical techniques; along of course with good old-fashioned common sense, which is enhanced by our long-standing experience with customer behavior on an international and localised scale.

Communication is key

The optimization of the customer lifecycle naturally follows the segmentation and allows for effective identification of customer management of each segment, according to the exact unique key facts of each.  To successfully achieve the objectives of the database and customer retention programs, the entire optimisation should be designed and carried out with the customer in mind. The exercise will only be effective if the customer recognises the value offered and relates to the retention message and action at the exact moment that it is received.

Personalised one-on-one customer-centric retention marketing requires the correct communication message and added value offer for the right segment and at the right time of the customer’s lifecycle. Combined with excellence in customer service and gaming experience, the RoI on the retaining customers drives the ongoing trend towards an analytical introspection of the existing valuable customer database.