What personal customer interactions really mean and how to get it right

Get it right and you’ve got fans for life

Everyone talks about offering a personal service to players. Trouble is, the stats are telling us that very few businesses actually deliver on it. Your CRM system is chock-full of information about your players and the more you can use that data to give those players a personal experience, the more valued they’re going to feel. And when people feel valued, they’re far more likely to act on your communications.

So how do you achieve that? Listen harder and act faster. The winners will be the brands that work hardest to understand their players. You need to laser-focus your messages. Know your players’ needs before they do. Reach them at exactly the right moment, and speak to them through the channels they trust using two-way communication that actively engages them.

Ineffective communication can cause a whole range of problems. Perhaps your players don’t activate their accounts or provide that all important first deposit. They may even decide to defect to a competitor. The result of all of this? Money lost.

This, right here, is what we call the Customer Activation Gap. The final pitfall at the last mile of customer communication. It’s the hardest, but most profitable part, and all because companies fail to personalise their communication.

Want to ensure your communication efforts are not going to waste? Let us help. Here is how to create effective and personal communication in just three simple steps:

1. Pick convenient and trusted communication channels.

Mobile is a clear-cut way to achieve this. You don’t have to be an expert to see the sheer extent people use mobile devices, with their eyes pinned to screens for a large proportion of the day, and every day too. Communicating through mobile blends voice, text and mobile messaging in one convenient device, with the possibility to trigger immediate actions from your customers.

The average click-through rate for SMS is 36%, compared 3.2% for emails. Add voice to the blend and it adds another dimension. In fact 71% of consumers think voice will be used for one or more daily tasks in 10 years’ time. These mobile channels are instant, easily accessible from people’s smartphones, and because people associate them with service, not marketing, they’re trustworthy too.

2. Automate communication to your players

So you’re using mobile for your personal communication. Now you need to make sure you are communicating with your players at scale effectively. You can wave goodbye to the manual communication of the past, as nowadays it’s all about automation. This allows you to trigger relevant, real-time adapted and highly targeted communication that feels like a genuine dialogue between your players and your brand.

We know that the use of automated communication can significantly reduce, or even close your Customer Activation Gap, ultimately saving you time and money. To ensure automation works though, you’re going to need a lot of…

3. Data!

Data is the driver for automated communication. You want to make sure your players are communicated in a way that drives them to respond to your call to action and engage with your brand. Data can do this with the help of AI technology. Through intuitive learning and segmentation, you will be able to identify which methods of mobile communication each player on your system will be most effective in driving results, whether it be through a voice call or SMS message in the morning or the night. It can even predict what tone of voice your players would be most likely to engage with – now that’s impressive. All of this is only possible with a lot of data though, so make sure your system is up to date!

This may sound daunting. We get it. Rest assured though, it couldn’t be simpler.

Patrik Eriksson

Head of Growth