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.