Ladbrokes and Aditi - Digital Transformation Case study
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Your digital customer is evolving and digital engagement is evolving even faster! See how Aditi digitally transformed Labrokes' business to give them an edge over the competition.
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Ladbrokes and Aditi - Digital Transformation Case study
- 1. THE DIGITAL FUTURE A CASE STUDY IN DIGITAL TRANSFORMATION â IMPLEMENTING AN OMNI CHANNEL STRATEGY Daniel Hall Head of BI/CRM Programmes Ladbrokes Gary Fitter Senior Programme Manager Aditi Technologies
- 2. RULES OF DIGITAL ENGAGEMENT ARE EVOLVING FAST 1995 INTERNET OF DOCUMENTS CONTENT 2000 INTERNET OF COMMERCE DESIGN 2005 INTERNET OF APPLICATIONS CLOUD 2010 INTERNET OF CONTEXT DATA 2015 INTERNET OF THINGS DEVICE
- 3. MEET THE MOST CONNECTED PERSON SSBT FitBit iWatch Narrative Camera Samsung Gear Smart TV Phones and Tablets Gaming Console âŚand our customers will be as connected in the next 2 years
- 4. 4 AND WE ARE EXPECTED TO KEEP UP WITH THEM âI WANT TO PLACE MY BETS ON ANY GAME FROM ANYWHERE, ANYTIMEâ âI WANT ACCESS TO FUNDSâ âI WANT TO GET THE SAME GREAT GAMING EXPERIENCE ACROSS ALL MY DEVICESâ âI WANT YOU TO GIVE ME SUGGESTIONS AND OFFERS THAT ARE RELEVANT TO MEâ âI WANT YOU TO SEND ME REAL-TIME ALERTSâ âI WANT YOU TO ENSURE SECURITY OF MY DATAâ
- 5. 5 Which of the following best describes your companyâs current status on cross-channel engagement? 8% 20% 28% 32% 12% Donât Know If there has been any steps towards cross-channel engagement No Focus Yet We do not have any clear strategic objectives or goals for cross-channel customer engagement No Results Yet We have made good progress, but have yet to fully realise intended benefits Leaders We have achieved cross-channel customer engagement and are leveraging it 60% We would lose our customers to competitors with more advanced customer engagement capabilities 86% Our brand value could suffer substantially Is customer engagement important? Slow Implementation We have a strategic vision, but are progressing slowly on implementation 56% OF ORGANISATIONS ARE NOT GEARED UP TO MEET CUSTOMERSâ DEMANDS Source: Aditi Information Week survey
- 6. 6 Users are unhappy with the existing mobile betting and gaming applications due to the lack of an unified experience and will move to another platform! 54% Source: Gartner and Gambling Compliance
- 7. 7 $45.24bn Global online market growth by 2015 $30bn Global mobile gaming revenues by 2015 4.9bn Connected devices by 2015 Source: Gartner and Gambling Compliance and Newzoo THE OPPORTUNITY IS HUGE!
- 8. 8 AND WHERE DOES THAT LEAVE US AS AN INDUSTRY? INCREASED COMPETITION INCREASED OPERATION COSTS DEVICE PROLIFERATION EXPERIENCE ACCESS RELEVANCE LOYALTY Compelling, connected and unified experience across all channels (Desktop, Mobile, Smart TV, Console, SSBTs, FOBTs and very soon, Wearables) Being able to access all new features, new and richer content from their favourite brand, faster Targeted and relevant content based on preferences and history Incentives and relevant promotions BUSINESS CHALLENGES CUSTOMER EXPECTATIONS
- 9. 9 EXPERIENCE LED DIFFERENTIATION TO DRIVE PROFITABILITY ENHANCED CUSTOMER EXPERIENCE ENHANCED INSIGHTRICHER DATA â BUILD AN SCV OF OUR CUSTOMERS GREATER CUSTOMER ENGAGEMENT
- 10. TO MOVE FROM TRANSACTIONS TO A UNIFIED OMNI- CHANNEL EXPERIENCE
- 11. SO WE PLACED OUR BETS ONâŚ
- 12. 12 #1 RELEASING MORE CONTENT FASTER AND ENABLING A UNIFIED EXPERIENCE ACROSS ALL EXISTING CHANNELS AND NEW ONES AS THEY EVOLVE ⢠Simultaneous content release across platforms ⢠Build once publish every where with responsive design ⢠Reduce duplication of effort ⢠Improve quality ⢠Faster time to App store and Google play with wrappers ⢠Agile engineering
- 13. 13 #2 ENHANCING RETAIL EXPERIENCE WITH COMPANION DIGITAL TOUCH POINTS AND EMBRACING MULTI-CHANNEL BEHAVIOUR ⢠Second screens for enhanced customer engagement ⢠Simplify and increase loyalty card behaviour ⢠Extend digital wallet for use in store ⢠Increase in-play interaction and cross sell ⢠Insights for staff to understand in-store customers and improve engagement
- 14. 14 #3 HARVESTING DATA AND ENABLING A SINGLE VIEW OF OUR CUSTOMERS ⢠Understanding the customer journey ⢠Insight into our customersâ behaviour ⢠Influence daily & hourly KPIs ⢠Detect fraud real time ⢠Resolve customer complaints faster
- 15. 15 #4 DRIVING INFORMED AND PERSONALISED EXPERIENCES BOTH ONLINE AND IN-STORE, LEVERAGING DATA ANALYTICS AND INSIGHTS ⢠Targeted content based on channel and player activity ⢠Predict player LTV immediately ⢠Reduce player churn ⢠Customise promotions to engage player across channels 1-EXPERIENCE BE RELEVANT RICH OMNICHANNEL EXPERIENCE BE THERE BE 1-STEP AHEAD UNIQUELY PERSONALISED EXPERIENCE MOBILE ANALYTICS CLOUD SOCIAL POWERED BY GENERATE DEEP UNDERSTANDING
- 16. 16 A CASE IN POINT: CAPABILITIES FOR DELIVERING A FASTER OMNI- CHANNEL EXPERIENCE, FASTER INCREASE QUALITY OF CONTENT MAXIMIZE PROFITS DURING THE BUSIEST BETTING SEASON REDUCE TIME TO MARKET BY 50% DOMAIN KNOWLEDGE REUSABLE ARTIFACTS PLATFORM IAND GAMES NTEGRATION DATA AND INSIGHTS QUALITY ASSURANCE MORE ENGAGEMENT MORE REVENUE NEW CONTENT ACROSS CHANNELS SATISFIED PLAYERS STABLE PRODUCT FASTER DELIVERY MORE PLAYER INSIGHTS SEAMLESS UI /UX DRIVING
Hinweis der Redaktion
- Good afternoon everyone â Im Dan Hall. I am responsible for Business Intelligence and CRM programmes for Ladbrokes I am joined today by Gary Fitter from Aditi Technologies â Aditi are a key development partner for Ladbrokes and Gary will be providing some insight into what Aditi are doing for Ladbrokes in the omni-channel space. I wanted to cover a number of key items in todays short presentation: What is changing in our environment that drives the focus on omni-channel Understanding the prize â a potentially game changing opportunity across the industry Importance of a implementing a coherent omni-channel strategy as a source of differentiation and profitability in a highly competitive industry Some insight into what Ladbrokes is doing to meet this significant challenge
- So â what has happened that has made omni-channel the focus that it is now Think has its roots back in the inception of internet access Originally used to find documents and related mostly textual content â in those days Yahoo dominated the landscape, which is itself a salutory lesson that todayâs 600 pound gorilla can quickly become tomorrowâs also ran if it doesnt meet the needs of the customer as they evolve internet evolved for ecommerce via PC/laptop usage Cloud services â applications hosted in the cloud again via desktop/laptop usage Data services/Social Media â still predominantly channel based â access by desktop/laptop/smartphone but still in many cases a fundamentally different experience including different functionality and behaviour depending upon the channel and/or device you were accessing the data from. Much of this is legacy based â most apps were written for browser based access on desktops/laptops, then mobile devices proliferated and mobile sites and mobile apps were developed in addition to their desktop counterparts Internet of Things - the point here is that we now live in a world where billions of different devices are connected to the internet. You can no longer define access to the internet via a channel, the array of devices and device types connected to the internet is now so vast that it is simply an internet of connected things (or devices for a better word). And here is where a key omni-channel requirement emerges - most critically of all we want the same experience across all our touch points and interaction â I dont want to be told i cant see bet history on mobile or certain markets arenât available via one channel versus another. If i want to chat to a customer services rep i want the same experience across all my devices
- I was trying to figure out who this cartoon character reminded me of and i think after some deliberation its a hipster David Baddiel but open to suggestions. But he does help To bring some colour to this - when you start thinking about the ways in which we are connected it is staggering. Desktop, laptop, smartphone, tablet, gaming console, TV â thats 6 mainstream devices right there even before we get onto the evolving technologies or include static devices such as FOBTâs and SSBTâs Connectivity is exploding and as more devices reach the market and mature this will continue to grow Our customers are very tech savvy and they value the quality of their engagement enormously â if the engagement isnt what they want they will move to where they are satisfied.
- And quite simply Our customers demand we keep up with their requirements â heres some of the Same gaming experience - I want applications and interactions to be consistent, intuitive and enjoyable across ALL the touchpoint I want all markets available to me 24hrs a day â i dont want to be constrained by your technology I want alerts when but more importantly than anything I want them to be useful and most importantly RELEVANT If i can bet anywhere I want my funds available to me anywhere â if im in the shop i wnat to be able to deposit/withdraw from to/from my digital account and/or fund it and i want all my banking functions available to me across all devices I want offers that interest me and appeal to me â based on my betting history and betting patterns. Again, the core item here is relevancy. How many of us get tens or hundreds of promotional emails a day â it has to be targeted to stand out I want my data secure yet I also want it accessible without carrying round a cart load of security fobs
- So, where are organisations in terms of meeting these demands for cross-channel engagement 3 key stats here 56% of organisations dont believe they have made any material progress towards meeting an omni-channel strategic vision. Problem here is that customers dont stick around in the digital age if the offerings arent up to scratch â in a highly competitive and mostly undifferentiated industry there is precious little customer loyalty â you give me a better experience Iâll walk... 2nd key stat - 60% agree that they would lose customers to those organisations with improved customer engagement capabilities. Iâm actually amazed this isnt even higher and may not bode well for the 40% who didnt agree. On a personal level as an example â some friends and I do the sky soccer 6 each week, for a bit of fun we do the scores and results and I place the bets for everyone (5 of us) on a Saturday. Now, for me, on a busy Saturday the one primary consideration i have is time â the platform I use (which i wont mention) is fast and allows me to navigate between markets without having to go back to a landing page continuously â my point here is that I like to think im a savvy gambler and get best prices but for me in this situation the one thing i value above all is the experience, fast, efficient and convenient. I have been prepared to give up price value (equating to greater profitability to the bookmaker) for the experience. Customers want this across all their their channels and will be prepared to move to the provider that gives them what they want 86% believe there could be a significant drop in brand value if the vision isnât turned into reality. I dont think its unreasonable to sugegst that those who dont embrace the omni-channel vision and quickly may well not have a long-term future in coming years
- This is a stat from Gartner. This is possibly the most eye watering statistic . This is a staggering number - 54% of users unhappy with their experience, to such an extent they would move for a better experience. Thats a worrying situation â most of our customers are looking to move as they are unhappy But look at this from a different angle â we strive hard to acquire customers and to develop them â the unhappiness they have with their current providers means there is an enormous opportunity to seize a greater share of the gambling industry. Thereâs no hooks, tie-inâs or monthly contracts keeping customers with their current firms â they are free to walk whenever they wish. This is a massive opportunity Itâs a little bit like the Kevin Costner film âField of Dreamsâ when he builds a baseball diamond in a sweetcorn field â âbuild it and he will comeâ is the line. The analogy here, backed up by consumer research is this âBuild the best of breed gaming experience and the customers will comeâ Give them the right offering and customers are prepared to move â they are not bound to where they currently are
- Dont think theres too much to add to this slide â the opportunity is huge, enormous 5 billion connected devices, potentially capable of betting â each one potentially an access point into your gaming platform in growing global gaming gmarket A truly enormous opportunity.
- So where does this leave us â the answer is facing a very significant challenge with on the one hand: Business challenges - Firms are operating in a very competitive market, needing to support a huge variety of devices with the associated increases in operational costsâŚâŚâŚ. and on the other hand facing Customers who demand an innovative and enriched gaming experience across all their devices and who exist in a world where they want relevant and targeted information. That is a very big challenge but for those who are successful the rewards are there for the taking DIFFERENTIATION - Achieving product differentiation through various game formats and betting options. Develop a stronger brand presence CONVERGENCE - The mobile and the retail channels are converging to provide a better experience to users and to increase loyalty CROSS PLATFORM APPS - Companies are building software compatible for various platforms and enabling holistic customer tracking across them Increased marketing reach with more touch points per customer, Analytics driving targeted communication at all points of player life cycle.
- Our strategy here is therefore to: Use experience led differentiation to drive our customer engagement and ultimately profitability. By improving the customer experience we see greater levels of customer engagement and build and enrich our view of the customer across all their engagement touch points â the fabled single customer view â it is this single customer view that provides the basis for true insight into our customers, which in turn drives a better experience, more engagement and profitability. Ultimately a virtuous circle.
- Our customers view of the world is no longer contained within the application they are using â they want to do more than just transact with us. Its Not sure about this slide â is it adding anything.....might drop it
- So â what are we at Ladbrokes doing to support our omni-channel strategy
- Our first strand is to address the lack of uniformity and consistency across our platforms We are committed to getting our content and new functionality out across all our channels simultaneously. From a customer perspective it isnât optimal to have different features and content depending upon the device. No more â lets put it on the website and then another version on mobile in a couple of weeks or a later release. From an organisational standpoint it is vastly more efficient to have one delivery and publishing mechanism â it is not just a requirement it is a necessity We want our new content out there across all devices at the same time We are leveraging best of breed development methods and practices to reduce our time to market and quality of offering
- Our second strand covers enhancing the retail experience to ensure we have one common coherent approach There is a Convergence of Retail with digital into a true omni-channel offering â they are not and cannot be separate in the world we live in today We need to ensure that our retail and digital offerings form a consistent experience for our customers The âVideo wallâ and the customer services staff are only part of the customer engagement story IN 2015 â second screens now proliferate, virtually every person who enters a retail store has an internet enabled smartphone whilst FOBTâs and SSBTâs provide yet more customer engagement touchpoints in the retail estate We want a common loyalty programme experience across digital and retail which complements customer activities across all devices and again provides promotions and offers relevant to the customer and their multi-channel activities Promote and enhance our retail in-play offerings and cross-sell between all of our channels
- Our third strand covers obtaining the data we require to provide a single view of our customers wherever we interact with them We have invested heavily in building our Business Intelligence and data warehousing capability. We have built an infrastructure capable of consuming data from all our customer engagement touch points and presenting this in one single view of the customer â individual product and channel strategies are coalescing into a unified customer engagement strategy based on analysis of rich data. The Active Data Warehouse (the internal Ladbrokes name for our business intelligence solution) is a fundamental component of this. We have made this data available across the organisation via self-service capabilities. All areas of the business will now be able to leverage one of our greatest assets, maybe the greatest asset â the data about our customers This is the backbone or infrastructure of the omni-channel strategy â understanding how our customers behave across all our engagement touchpoints and leveraging that to provide a better experience for those customers and to increase profitably To give some idea of the scale here â we take in x million records per day, y feeds
- Because the 4th strand is around using that data in the right way. So weâve built our insight infrastructure and now it is time to use it to support our omni channel strategy Using our data to target relevant content to our customers â this is key. We can understand the value of our customers almost immediately by the pattern of their initial interactions and in some cases predicting this before they have even starting betting with us We need to provide an engaging and satisfying experience that lowers churn and customer disappointment â we need to tie out customers in sot hey dont go elsewhere Optimise promotions to our players for both their and our benefit. Customers are bombarded with communications and we need ours to stand out as relevant to them. Unify our marketing comms strategies to make sure they deliver a consistent message â ultimately if the customers are happy then we will be succesful
- Domain knowledge Deep knowledge of Games, bet types & settlements Multiple sports & markets know-how 200+ consultants servicing leading bookmakers and content suppliers Reusable artifacts B&G specific regression pack mapped for 2000+ scenarios Mobile Test Labs & Test scripts Automation scripts & frameworks Cross browser/Device/OS testing frameworks Platform & games integration Integrated following Platform services to Gaming operator Back office Service (IMS) Account & Wallet Service CRM service Affiliate management service Jackpot feed Promotion Engine Free bets, Free Spin, Cash Bonus Payment methods (Paypal, Skrill, UKASH, GiroPay, Sofort Increased operational efficiency for the Gaming operator. Used Tibco as middleware to access various platform services. Extensive knowledge of OpenBet APIs (SiteServer, OXI, RGI, GCM). Automation Data and insights Business Analysis: Requirements, Strategic Vision and Roadmap Design: Cross Platform Design, Dimension Modeling, Frameworks, Data Governance Core Integrations: 3rd Party Feeds, Regulatory Reporting, Data Validation/Migration, Reconciliation Engine Development: Agile Development, ETL, Reporting & Analytics, Data Migration Testing: Functional Testing, Performance Testing, Data Quality Assurance, Automation Testing User Acceptance Testing: Business Readiness Planning, User Training, UAT Support L2 & L3 Support: Business Continuity Management, Data Availability, Data Load Monitoring, Ad hoc Request Management Quality Assurance Focused Betting & Gaming Practice Behavior Driven Development & Agile Testing with standardised templates Automation Lab Mobile Lab Focused Betting & Gaming Practice Behavior Driven Development & Agile Testing Automation Lab Mobile Lab Test Driven Development Virtualization Smart tooling Auto Nitro (Selenium) Smart Test⢠BI Testing Product & Package Testing Compliance Testing Performance & Stress Testing Active Data Warehouse Testing Supplier Quality Dashboard Non Functional Engineering Infrastructure set up Knowledge repository Shared standards Performance Test cloud infrastructure Simulating real production load using Google analytics and logs from web server, middleware, feeds and backend