ICE: Ladbrokes stresses importance of an omni-channel service offering

ICE: Ladbrokes stresses importance of an omni-channel service offering

Tuesday, February 3, 2015

Dan Hall, head of business intelligence and customer relationship management programmes at Ladbrokes, has told delegates at ICE Totally Gaming 2015 that developing a successful omni-channel strategy is critical if gambling operators are to keep hold of customers.

In a session focusing on digital transformation, Hall told those in attendance that companies such as Ladbrokes are facing increasing pressure from customers to offer a service that features the same experience, no matter what platform they are playing on.

Hall highlighted these issues by citing a report that found 54% of monthly users unhappy with their existing mobile betting and gaming apps due to lack of unified experience would move to a different platform if offered a better experience.

He expanded on this by referring to research that suggested 56% of organisations do not believe they are “geared up” to meet omni-channel customer demands, while 60% agree they would lose customers to those operators that can offer these services. Similarly, 86% of those asked believe their brand would suffer substantially if they are unable to keep up with changing technology.

“Customers expect us to keep up with these changes and are demanding a consistent experience across all betting platforms,” Hall said. “They want access to markets that are open 24 hours a day and do not want to be constricted by our own limitations in technology.

“You can no longer define access in terms of simply mobile or tablet. Nowadays, there are a staggering number of ways you can connect to the internet, and customers want the same experience across all of these platforms. It is a real challenge for us and the industry as a whole.”

However, despite having identified the challenges that clearly face operators in terms of developing a successful omni-channel offering, Hall suggested that these same issues also create a “huge opportunity”.

“The lack of an omni-channel offering represents a huge threat to existing base, but also huge opportunity as well,” Hall said. “If you are able to build an omni-channel service offering, then customers will come to you, and that is the way to keep them.”

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