Building an omnichannel strategy is a complex process that requires careful planning to create a unified customer experience across all channels. Succeed and operators see player values soar, as Teleperformance’s global vice president of igaming & betting Nikos Sardellis explains.
Players expect a fast, efficient and personalised experience across every channel, and that demand continues to grow. In 2022 the number of consumers interacting with brands across three or more channels was up 17% from 2019 levels, Teleperformance’s Global Insights Survey reveals.
That ability to engage aids retention; 37% of respondents were more likely to stay or make further purchases from brands that meet their preferences.
After all, an omnichannel customer experience means more opportunities for engagement across multiple channels. A consumer could place a bet on their phone, then travel to a casino to have a meal, play slots and accumulate loyalty points from each activity. The operator becomes the centre of an entertainment ecosystem, building a clear view of the customer’s actions, preferences and pain points.
This has a huge impact on player lifetime values. A 2022 note from investment bank Canaccord Genuity suggests customers that visit properties and play online are worth five times more than an in-person player.
For the gaming sector, the billion-dollar question is how to connect each touchpoint into a seamless player experience. A carefully curated strategy can guide a player through the customer journey, using touchpoints and interactions across multiple channels, supported by industry-standard elements such as loyalty programmes and reward schemes.
“This is a challenging transformation of customer experience operations, but the undeniable benefits of this shift include deeper customer insights, increased player loyalty, higher efficiency and ultimately unlock new revenue opportunities,” explains Teleperformance’s global vice president of igaming & betting , Nikos Sardellis.
