The digital revolution has given business leaders a platform to reach out to customers more proactively and profitably than ever before. At the same time, it has given customers new channels to interact with businesses and develop more meaningful connections with a brand. Yet so many brands are getting it wrong online – 54% of millennials said they stopped doing business because of poor customer service.
One sector that seems to have perfected customer engagement online is the gambling industry. Online betting now accounts for massive 33% of all gambling in the UK, generating a gross yield worth £4.5 billion last year. Although the industry has not always had the rosiest of reputations, it’s digital success is something that other industries would do well to follow. But just how have online casinos succeeded and how can this be applied to your own customer engagement strategy?
Offer excellent customer service 24 hours a day
Having good customer service is imperative to every business, regardless of what it provides. In the always switched-on digital world online casinos excel at this, ensuring customer service is available 24 hours a day, every day, to accommodate the various time zones of customers across the world. Online gamblers appreciate a high level of customer service, especially when it comes to getting a quick and decent response at any time of day.
As consumers shift towards e-commerce, online customer service is becoming more and more important. A recent survey found that 75% of consumers regarded fast response times as the most important attribute of the customer experience. As well as this, 28% revealed that having multiple contact points was another important factor to customer service.
Giveaways are still a successful form of marketing
While some companies may be leaning away from flash sales and offers, online casinos are taking advantage of the customers it can attract. For example, MyLotto24 is a betting site that regularly offers new customers discounted prices on its EuroMillions betting, while big name brands like PaddyPower and Betfred offer new customers free bets of up to £30.
Businesses can follow this example by offering their giveaways on social media, or offer incentives for first-time buyers. Companies can cash in on this trend by using giveaways on social media to promote new products, by using a simple lottery to determine the winner. Some businesses ask entrants to repost or share the company social media page, which increases brand awareness while promoting the products and giveaway. Using your existing customers to promote your social media pages allows you to become more visible to their peers, and increases the chance of attracting new customers.
Social media presence is vital
As well as using social media for marketing, companies should also make use of social media to keep in touch with their customers around the world, and quickly respond to any queries. Customer service interactions over Twitter increased by a massive 250% over the past two years alone, as consumers are looking for quick responses to any questions.
Social media can also be used to notify customers of new products being launched, and offers a more personal touch to the company. Some companies have even gone viral with their approach to social media, with their personal approach to customer service.
Security is paramount when doing business online
Keeping information secure is paramount, especially when money and a customer’s bank information is involved. Online casinos are vigilant of fraud and most employ teams of fraud experts to monitor player activity, keeping both the casino and customers safe.
Businesses that are taking payments online should also exercise caution, using the latest software to keep sensitive customer information private and out of the hands of hackers. Companies should also ensure that they are using the correct antivirus software. Small businesses cannot risk having any downtime to fix a hacked system, as this can affect their sales and deter repeat customers.