Studies show that utilising CRM automation can increase customer retention by 27% and reduce manual processes by 40%, but how do operators get started with CRM in a new market where consumer data may be limited? This panel explored best practices for implementing CRM systems that blend culture and technical innovation while maintaining personalised player experience and data integrity.

Speakers were:

João Alves, Strategic & ​Growth Director, Betmotion
Marcos Psanquevich, CRM Manager, inPlayBet
MODERATOR Livia Passarelli, Advogada, Grado e Passarelli Advogados

The main goal, once one traces a strategy, is utilizing CRM, said one of the speakers, who added that CRM is part of an entire planning process that starts from the plan acquisition moment, taking into account the format of acquisition, and assured that not necessarily the acquisition channel would be the outlet channel.

“Depending on the type of channel you can segment the client and direct him to provide an experience to that client. And it happens a lot in our market, especially in affiliate marketing. For affiliate marketing you have a price which is the reference. So the client comes in and sometimes finds a betting house that is different to what he has been told to use”.

It means that, depending on the acquisition channel you start outlining your strategy, how your brand wants to position itself, and the greatest challenge in the CRM process is to provide a unique experience for that user in a way that, if we trigger the same information to 1,000 people, every user would feel as if it was a message for him or her individually. Research is important in order to get to know your audience. For example, you can customize the message using personal names or birthdays.

How is the sportsbook and casino mindset of people in Brazil? Was one of the questions that arose at the conference. “From your research, you can get insights, and from the insights plus the database, you can segment, in order for you to do that well, you need to have a good tool and there are many tools in the market for that.". Besides having the tool, a good CDP (Consumer Data Platform) is important in order to understand the way the user navigates the platform. “If you understand navigation, you will understand customer behaviour”, he said.

Finally, the public asked questions to the panel: One of them was about customer satisfaction.

“When you have CRM process you can work with your customers satisfaction team, so you can answer queries, in case a client calls. Sometimes they are frustrated. You can anticipate to client calls, or e-mails or SMS. If you can align your CRM efforts with your customer support initiatives, you can anticipate questions and maximize support. And there is more flow in the interactions with your clients”.

Another issue that was consulted by the public had to do with Protective measures for the gambling segment.

The answer was that we have to be careful with protective measures. They remarked that the core goal of business is not gambling, but the entertainment itself, so our message has to reinforce the entertainment sector.