Genting won the prestigious Marketing Society Gold Award for CRM in 2011. The CRM / marketing software we developed for Genting is now available to other gaming operators for the first time, and I wanted to see if your organization or indeed any your contacts are interested in principle in adopting this software. Please feel free to send me some times / dates that are convenient for you for an initial discussion of the specific marketing challenges you are facing, as the exact software platform we created for Genting (at huge expense of Time / $) is not only proven, it is now perfected, and it is for the first time available to other operators under the brand name of \'Afinium\'. Within 2 years of adoption, Genting achieved (both on-line and in their land-based assets): -Increase in new player repeat visits by 53% -Increase Lapsed Customer Re-activation by over 30% resulting in over 100% ROI -Up-Sell to Active Players generating over 30% incremental revenue and 60% ROI Following in Genting’s footsteps and adopting the same platform they use, software endorsed by numerous industry awards (http://www.afinium.com/Awards.aspx), means you will avoid incurring massive costs and time in re-inventing the wheel, would be riding on the shoulders of giants and using a proven platform customized to our Industry’s marketing needs.

1. Genting UK - understanding and
engaging with customers

2. The background
• Gambling business – largest land-based casino group in UK,
with brands in online space
• Millions of customers / 45 casinos / Increasing presence online
• Taken up the gauntlet of personalised customer engagement
• Business needed it / customers asked for it
• Now into Year 4
• A tough but rewarding journey…..

3. The context
Challenges at a macro level: Micro-level challenges:
– Difficult economic times – Operations-led business
– Regulation – Traditional gaming views
– Competition – Focus only on high rollers
– Taxation – Traditional DM approach to
– Smoking ban marketing
– Credit crunch • Expensive
• Untargeted
• wasteful

4. CRM Implementation Strategy
Single customer view = Insight
Closed loop marketing capability = ROI analysis
Campaign management tools = Personalised customer
engagement

5. 2008 - a year of discovery
• Debate across the business
• Single customer view contradicts long-held internal myths
• Real customer insights
• Test & Learn campaigns
• Customer feedback
• Reports and analysis
And some invaluable initial learnings...

6. Early learnings
• 25% of the customers never visited a casino
• Members believed to be ‘lapsed’ were far from it – they were
just visiting / playing using another membership number.
• New members thought to be worthless – not true.
• Email and SMS often a channel of communication preferred
to direct mail.

7. How did we do it?
So how did we do it?

8. Web Visitors
DataPanel
Online Panel
Views,
Registrations & Webtracking Customer Click-throughs,
Engagement
DataQ: Customer
Unsubscribes
& iPad surveys
eSurveys & in club
Playtech Downloads
Satisfaction
DataCalm
Online gaming platform
Feedback
Single Management
Multiple
Membership Segmentation
Customer
Database
record merging
View, Campaign
PGI DataCentre Builder Email
Integration Analytics,
Land-based
Marketing CRM Local Electronic
Casino Segmentation
Database: Club DM & paper
Members -Mosaic Access Closed Loop vouchers
coding Single Customer For email,
database SMS, Marketing
SMS
-Ethnicity View DM,
coding GCVS CRM
DRS
loyalty Marketing In casino
GCVS portal
points voucher
iKiosk voucher
database Dashboards
redemptions
system Reporting

9. Web Visitors
DataPanel
Online Panel
Views,
Registrations & Webtracking Customer Click-throughs,
Customer
Engagement Unsubscribes
Engagement
DataQ: Customer
& iPad surveys
eSurveys & in club
&
Satisfaction
Playtech Downloads Satisfaction
DataCalm
Online gaming platform
Feedback
Single Management
Multiple Single
Segmentation
Membership Customer
Database
Multiple merging
record Customer
PGI View,
DataCentre Campaign
Email
Integration
Database View, Builder
Analytics,
Marketing CRM
Land-basedIntegration Analytics, Local Electronic
Casino Segmentation
Database: Club DM & paper
Members -Mosaic Segmentation Access Closed Loop vouchers
coding Single Customer For email, Closed Loop
database SMS, Marketing
SMS
-Ethnicity View DM, Marketing
coding GCVS CRM
CRM
DRS
loyalty Marketing In casino
GCVS portal
points voucher
iKiosk voucher
database Dashboards
redemptions
system Reporting

10. Engaging customers
• Keep it simple - 3 segments for 2009:
– New members – come again
– Regular members – visit and increase value
– Lapsed members – come back
• Deployed a set of customer engagement tools:
– Online & in-casino satisfaction surveys
– Recency/frequency/value models
– Automated email and SMS platforms
– Club manager campaign management modules
– Net Promoter Scoring to track customer service levels

11. Engaging Genting staff
• Created a set of dashboard
reports:
– Campaign measurement by
channel/volume/response
– Daily/hourly attendance
– Data comparison –
month/month;
quarter/quarter; Y/Y
– Accessed via web portal/PDA
– Delivered to Club Managers,
Regional Managers and
Board Directors

12. Customer dialogue
New members – proving their worth:
• Programme of automated email/SMS/DM
communications
• 4 stages
• Personalised offers and content reacting to previous
response
Results:
• Repeat visits within 1 month more than doubled
• Members in CRM programme 50% more valuable
than those not
• Significant increase in cross-sell to online gaming
brands

13. Customer Dialogue
Regular members – increasing their value:
• Select member based on their RFM
scores indexed against higher value
customers
• DM channel only selected
• Date stamped personalised offers
Results from testing period:
• Visits up by 50%+
• Revenue 30%+
• ROI 60%

14. Customer Dialogue
Lapsed members – reactivation:
• New module built to track recency/frequency/value
• 3 month absence trigger
• Level of incentive to return based on each member’s previous
spend history
• Automated combination of DM/Email/SMS
Results:
• Over 30% make return visits
• Worth £millions
• Cost £000’s

15. Customer Dialogue

16. Customer Dialogue

17. Customer Engagement
Existing members – measuring satisfaction levels:
• Customer service – net promoter scoring.
• In casino iPad satisfaction surveys, email surveys.
• DataCalm feedback portal for web, telephone, and face-
to-face complaint management.
• Net promoter scoring dashboard for club managers &
board directors.

18. Results
• A scientific understanding of customers, based on real
transactional data, and not on anecdote.
• This has enabled Genting to:
– Increase active member base by 20%+
– Engage the majority of the database five
times or more per year with relevant, timely
communications
– Increase business revenues
– Tackle “churn”
– Reduce overall marketing spend
• ROI to date measured in millions per year