24 PUBLIC GAMING INTERNATIONAL • MAY/JUNE 2024 The changing competitive landscape necessitates reforms in services, offerings, data analysis, and responsible gaming capabilities. The Optimus Program is a strategic initiative aimed at revitalizing the company's customer service capabilities and establishing a loyalty program with related technological infrastructure (e.g., developing a super application) to increase player loyalty and commitment to the company. The Optimus Program relies on numerous international trends and best practices in its objectives and tools, while also taking into account the company's starting position and capabilities. In its development, we examined the global trends currently influencing customer service operations: • Integrated data processing: Consolidating information gathered across various channels and integrating disparate systems can reveal previously hidden correlations and customer needs, increasing transparency. • Analysis of customer feedback: Beyond dedicated customer service channels, players often share their experiences with services online. Customer comments, direct likes, shares, and interactions provide additional insights into consumer behavior, which can enhance the effectiveness of personalized customer experiences. • Personalized customer experience: Tailored experiences, such as personalized offers, enhance customer satisfaction by simplifying processes and making customers feel valued and important. This trend is based on the understanding that in today's world, customers want to feel more than just a number or data point. Personal interactions or unique opportunities/messages create a sense of importance, potentially increasing brand loyalty. • Artificial intelligence and automation: The use of artificial intelligence and automation facilitates process optimization. For example, AI can prepare unique offers and creatives within seconds using predictive analytics and tools. • Self-service options: Forums, knowledge bases, interactive chatbots, and certain sales solutions are among the most commonly used self-service options. These accelerate and streamline customer processes, such as complaint handling, thereby increasing customer satisfaction levels. These five trends reinforce each other, amplifying their impact on the market. For instance, integrated data processing enables the creation of personalized offers for players by observing more accurate correlations, thereby enhancing the overall customer experience. Planned until 2026, the Optimus Program aims to achieve its objectives through various projects and nearly 100 different degrees of development within Szerencsejtáék Zrt. along the following four pillars: 1. Expansion of player base and data assets: Increasing the quantity of available and usable player data and further developing the company's data asset strategy. 2. Development of analysis and modeling, knowledge sharing: Generating analyses and accurate traffic forecasts based on available player data, drawing conclusions, and sharing them within the organization. 3. In-house offering capability: Alongside the development of relevant processes, expanding and modernizing the offering capabilities of online and physical networks. Establishing an appropriate toolset. 4. Integrated loyalty program: Creating a unified loyalty program within the Super application that spans across different gaming segments. The Program brings tangible benefits to players, retailers, and back office colleagues alike. It achieves mass exclusivity and hyper-personalized service. Overall, players will experience a higher level of customer experience and gain access to numerous convenience features. Such features include loyalty programs, partner discounts, or payment options with player card balances. Retailers have the opportunity for customized service provision through terminal messages or OCRM systems, while central employees are able to send data-driven automated campaigns using easily accessible and expanded data. During the period since Optimus Program's launch, we have achieved several significant results: • By the end of 2024, we will reach nearly 2 million identified players in the land-based network, compared to just 15,000 in 2022. The growth of identified players supports our efforts in responsible gaming organization as well. • The number of annual engagements has increased to 18 million. • 20% of customers are omnichannel, providing opportunities for integrated offers. • The marketing consent rate stands at 82%, which is 15 percentage points higher than the Hungarian retail sector average. Over the next three years, the Optimus Program will build business capabilities and implement technological solutions that significantly enhance the company's data assets, enabling a deeper understanding of our players' habits and needs, and reforming the process of personalized offer delivery. Through these developments, customer service is placed on new foundations that will shape Szerencsejáték Zrt.’s operations for the next decade strengthening its competitiveness in the growing competition. n Headquarters Szerencejáték Zrt. Lottery Data-driven customer management is the future of national lottery companies— continued from page 14
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