22 PUBLIC GAMING INTERNATIONAL • SEPTEMBER/OCTOBER 2022 Most “insiders” know that the lottery industry outsells movie theaters, music sales and other forms of entertainment. Lottery annual sales for 2021 were higher than Starbucks, 7-Eleven, Apple iTunes, and all movie theatre revenues combined! While lottery is certainly the envy of many other consumer product and service companies, there is one area where others in the consumer products sector lead lottery – customer relationship management (CRM) and how to use the vast data collected through CRM programs. CVS ExtraCare, Starbucks Rewards, 7REWARDS, Caesar’s Rewards – some of these leading rewards programs provide boundless offers and purchase-spurring contact to their customers. The gap has narrowed between lottery and other industries over recent years, thanks to the strengthening of the relationship between vendor partners’ analytics groups and lotteries’ sales and marketing teams. Progress has been made, with CRM experts working diligently to create engaging platforms and programs which provide useful data to lotteries. A forensic-like dive was undertaken by a group of industry experts who are tackling these topics daily. The panel was led by Gretchen Corbin, President and CEO of the Georgia Lottery. Gretchen was joined by: Drew Svitko, Executive Director, Pennsylvania Lottery Stefano Monterosso, Senior Vice President Global Lottery Product and Sales Development, IGT Marcus Glasper, Executive Director, Washington Lottery Merv Huber, Senior Director Growth Marketing, Scientific Games Gretchen opened the panel by pointing out the ubiquitous nature of so many loyalty programs in the broader consumer products industry. Based on your choices when registering, they know where you are, what you might want based on past purchases and online search activity, and the location of their nearest retail locations. “I’ve been in New York a short time and already Chick-filA has alerted me to their location in Times Square and Starbucks has told me they have a store in my hotel,” she said. “As a customer, I appreciate my favorite retailers reaching out to me with suggestions that might make my life a little easier. That is what we in the lottery industry need to be doing, using our CRM capabilities to reach customers, whether it is for retail, online or both.” Gretchen tossed the discussion to the panel by asking “how can we continue to work together to harmonize our efforts, our many different players clubs, loyalty programs and digital initiatives, to strengthen CRM?” Merv, who directs digital growth marketing for Scientific Games’ clients, said it is important that lotteries understand that they must LEAD with CRM, not just make it part of the data analytics solution. “Think of your technology offerings as the ‘body’ with CRM as the ‘brain,’” he said. “Look at the best practices of leading companies in other industries. They are sending customers offers that are informed by strong, accurate data. They are using input from CRM segmentation to inform their communication and help retain their customers. This is what lotteries need to be doing. CRM goes far beyond just player messaging. CRM is the overarching strategy that needs to be integrated into all parts of your technology that touches customers – web site, mobile app, loyalty program, notifications, bonusing for iLottery. Lotteries want customers to know that they appreciate their business and want CUSTOMER RELATIONSHIP MANAGEMENT (CRM) IN THE SPOTLIGHT P A N E L D I S C U S S I O N E X E CU T I V E SUMMARY O F PANE L D I SCUS S I ON F ROM PGR I L OT T E RY E XPO 2 0 2 2 NYC CON F E R ENC E CRM is the overarching strategy that needs to be integrated into all parts of your technology that touches customers – web site, mobile app, loyalty program, notifications, bonusing for iLottery.
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