In the dynamic world of iGaming, where competition is fierce and player attention is a precious commodity, mastering the art of customer relationship management (CRM) is paramount. Few understand this better than Shanta Segabon, Senior iGaming Conversion & Retention Strategist at Game Plan Consulting. Shanta has a remarkable seventeen years of experience specializing in CRM. In a recent insightful podcast hosted by iGaming AFRIKA, Shanta delved into the intricacies of effective CRM strategies, highlighting their crucial role in fostering player loyalty, engagement, and ultimately, profitability.
Shanta’s journey in iGaming CRM began in Johannesburg and took her to Europe, where she gained invaluable experience working with major operators. This global perspective has given her a unique understanding of how CRM needs to be adapted to different markets and player demographics. Returning to South Africa, she recognized a significant need for improved CRM practices across the African continent.
Shanta Segabon stresses the importance of focusing on the player lifecycle, from the moment they register to their journey towards becoming a VIP. Treating new players differently, just as a high-end luxury store would treat a new customer, is essential for building early engagement and preventing churn. She draws a clear link between effective CRM and revenue, emphasizing that retaining players who have already incurred acquisition costs is far more cost-effective than constantly seeking new ones.
At the heart of Shanta’s philosophy is the understanding that CRM is far more than just sending out mass email campaigns. It’s about building genuine, personalized relationships with players throughout their entire lifecycle. As Shanta Segabon eloquently puts it, “And CRM, firstly, stands for customer relationship management with and that, you know, extends from the beginning of the player funnel right through to individual or personalized, customer relationship management when you are on a VIP level.” This comprehensive view emphasizes tailoring communication, content, and rewards to each player, making them feel valued and understood.
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A common misconception Shanta addresses is the narrow definition of CRM often held within the industry. “So the biggest, I think, misconception about CRM is that, it’s all about email campaigns. It’s about mass marketing and not tailoring your content or your communication to where in the world players are, which time zones they play in, the language they speak, or the types of rewards and bonuses that keep them engaged and retained. “This highlights the critical need to move beyond generic messaging and embrace a data-driven approach to segmentation and personalization.
One of the most compelling examples Shanta shares is from her time working with a US sportsbook brand. By allowing early betting on the NFL Super Bowl and offering free spins on casino games during halftime, they not only boosted revenue during the event but also successfully transitioned a percentage of sportsbook players to the casino product during the off-season. This strategic use of CRM not only increased engagement but also significantly improved player retention rates.
Shanta Segabon is a strong advocate for embracing technology, particularly AI, in CRM. She sees AI as a powerful tool for enhancing segmentation, personalizing offers, and predicting player behavior, including the risk of churn. This allows operators to move away from generic campaigns and deliver timely, relevant offers to individual players based on their unique activity patterns.
For African operators looking to elevate their CRM game, Shanta offers clear advice. Firstly, she stresses the importance of hiring the right people – individuals who are passionate about customer experience and willing to champion a player-centric approach within the organization. This custodian of CRM needs to ensure alignment across different departments like product development and customer service to deliver a unified and positive player experience. Shanta also outlines her five core principles of CRM: segmentation, promotions (both on and off the website), reporting and KPI analysis, constant optimization, and a tailored bonus strategy. By focusing on these areas and continuously analyzing performance data, operators can ensure their CRM efforts are effective and contribute directly to their bottom line.
With seventeen years in the industry, Shanta’s passion for CRM remains unwavering. She attributes this to the dynamic nature of the iGaming industry and the constant opportunity to innovate and test new strategies. She encourages aspiring iGaming professionals, regardless of their technical background, to consider a career in CRM, highlighting the numerous opportunities for growth and the ability to make a tangible impact on a business’s success.