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

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

Tuesday, February 3, 2015 Totally Gaming

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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