CRM's Impact in Online Gaming - An Audio Discussion with Shanta Segabon
Diving into iGaming's CRM Secrets with Shanta Segabon
In the cutthroat world of iGaming, knowin' how to manage the relationship with your players is the key to success. Nobody knows this better than Shanta Segabon, Senior iGaming CRM Strategist at Game Plan Consulting. With a whopping 17 years of experience under her belt, Shanta's all about buildin' strong connections with players, and she spilled the beans in a recent podcast with iGaming AFRIKA.
Shanta started her CRM journey in Johannesburg, ventured to Europe, and eventually returned home to shake things up in the African iGaming scene. She gets how crucial it is to adapt CRM strategies for different markets and player demographics, and it's this global perspective that sets her apart.
Shanta stresses the importance of fixatin' on the player lifecycle, from their first registration to their journey towards VIPdom. Treating new players like princesses and princes from a high-end boutique keeps 'em engaged and discourages 'em from bouncin'. And let's not forget: retaining players is a heck of a lot cheaper (and easier) than constantly chasin' after new ones.
At the core of Shanta's philosophy is the belief that CRM's more than just blasting out mass emails. It's about buildin' real, personal relationships with players - somethin' she perfectly sums up as, "CRM, firstly, stands for customer relationship management... right through to individual or personalized... customer relationship management when you are on a VIP level."
A common misconception Shanta's always addressin' is that CRM's all about sendin' out email campaigns. Nah, mate - it's about tailorin' your content and communication to each player's unique location, time zone, language, and preferences. That way, they feel special and appreciated.
One of Shanta's best examples comes from her time at a US sportsbook brand. By lettin' players bet on the NFL Super Bowl early and offerin' free spins on casino games durin' halftime, they boosted revenue during the event and got a bunch of sportsbook players hooked on casino games durin' the off-season. That's some strategic CRM right there!
Shanta's a fan of technology, especially AI, in CRM. She sees it as a powerful resource for helpin' operators tailor their offers to individual players, predict player behavior, and even spot churn risks. This allows operators to say goodbye to generic campaigns and hello to personalized, timely offers that keep players comin' back for more.
So, what's a budding African iGaming operator to do? Shanta's got some clear advice:
- Hire the Right People:
- Get someone on your team who's all about deliverin' an exceptional customer experience.
- This CRM champion needs to work closely with other depts., like product deve'pment and customer service, to ensure a smooth player journey.
- Focus on Core Principles:
- Segmentation: Divide players into groups based on their characteristics.
- Promotions: Offer both on-site and off-site promotions to keep players engaged and retained.
- Reporting and KPI Analysis: Continuously analyze performance data to improve efforts.
- Optimization: Convert your data insights into meaningful actions that deliver results.
- Bonus Strategy: Develop a tailored bonus strategy that rewards players based on their unique behavior.
So, fancy yourself as an iGaming CRM whiz? Join Shanta in the dynamic world of iGaming and shake things up!
- In the competitive iGaming industry, maintaining strong relationships with players is paramount for success.
- Shanta Segabon, a Senior iGaming CRM Strategist at Game Plan Consulting, has dedicated 17 years to this crucial aspect.
- Originating in Johannesburg, Shanta's CRM expertise led her to Europe and back to Africa, where she's making waves in the local iGaming scene.
- Adapting CRM strategies for various markets and player demographics is essential, and Shanta's diverse experience lends a global perspective.
- Shanta emphasizes the importance of focusing on the player lifecycle, from initial registration to their evolution towards VIP status.
- Treating new players with special attention helps maintain engagement and discourages player churn.
- Retaining players is cost-effective compared to constantly acquiring new ones, making it a key CRM priority.
- Shanta views CRM as more than just blastin' out mass emails; it's about buildin' genuine, personal relationships with players.
- Shanta believes that CRM is about managing individual customer relationships, from the early stages to VIP-level engagement.
- Mass email campaigns are a common misconception in CRM; it's crucial to tailor content and communication to each player's unique needs.
- Tailorin' content and communication based on location, time zone, language, and preferences makes players feel special and appreciated.
- Shanta uses a US sportsbook brand's Super Bowl early betting and casino game free spins during halftime as an example of successful CRM strategy.
- Shanta is an advocate for leveraging technology, particularly AI, in CRM for personalized offers, behavior prediction, and churn risk identification.
- AI aids operators in saying goodbye to generic campaigns and hello to personalized, timely offers that boost player loyalty.
- African iGaming operators new to CRM should prioritize: hiring the right people, focusing on core principles, segmentation, promotions, reporting, optimization, and bonus strategy.
- An exceptional customer experience champion should work closely with product development and customer service teams to ensure a seamless player journey.
- Segmentation, promotions, reporting, optimization, and bonus strategy are core principles essential for effective CRM.
- Successful CRM combines on-site and off-site promotions to keep players engaged and retained.
- Continuous analysis of performance data helps improve efforts and deliver results.
- Personalized bonus strategies that reward players based on their unique behavior contribute to increased player loyalty.
- Aspiring iGaming CRM whizzes can learn from Shanta Segabon in the ever-evolving iGaming landscape.
- The finance industry also relies on effective CRM for maintainin' strong relationships with clients.
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- Mastering CRM skills in any industry can lead to increased revenues, improved customer loyalty, and overall business growth.
- Embrace CRM as a means for fostering strong relationships with customers, adapting to their needs, and ensuring their continued engagement.
