Q&A with Shanta Segabon: CRM and Player Retention

Player engagement and loyalty are paramount in the iGaming industry, and the role of Customer Relationship Management (CRM) is both crucial and complex. Gali’s Guide Guests had the privilege to sit down and discuss this critical topic with Shanta Segabon, a seasoned expert in the field.

Shanta’s iGaming adventure began 15 years ago in Johannesburg, South Africa, working for a group of Microgaming Casinos. This dynamic and innovative industry has enabled Shanta to live in seven countries and gather experience and develop her skill set in a multitude of jurisdictions.

Throughout Shanta’s iGaming tenure, her passion for the industry, product, and player engagement have enabled her clients and employers to achieve their objectives, ranging from strengthening funnel engagement and implementing a long-term testing approach, to understanding user behaviour so as to improve the user experience across all player touch points.

This no-holds-barred discussion covers a comprehensive approach to CRM and explores key elements from building a high-impact, results-driven CRM team, to debunking myths around player retention, to maximising player engagement and revenue through the deployment of optimised CRM strategies.

Looking ahead, Shanta shares her vision of a future where real-time, one-on-one marketing becomes the norm, enhancing player experiences through relevance and personalisation. Underscoring this A-Z of CRM insights is an emphasis on cultivating passion and curiosity embedded in a culture of continuous improvement.

On that note, let’s get right into it!

Gali: What would you consider as the building blocks of an innovative, results-driven CRM team?

Shanta: Recruit for Passion and Curiosity. Look for team members who are not just employees but enthusiasts, eager to explore and apply new segmentation techniques, explore innovative communication channels, and constantly ask questions to drive continuous improvement. Instil a culture where every team member is dedicated to providing each player or end user with an engaging and exciting product experience.

Gali: What is Player Retention to you?

Shanta: At its core, player retention is about fostering long-term engagement and loyalty by delivering a personalised and immersive gaming experience. It's about understanding the needs, preferences, and behaviours of players and tailoring your approach accordingly.

In essence, it's the sum of all parts - a holistic endeavour that goes beyond superficial tactics.

Player retention also hinges on delivering personalised, relevant rewards that resonate with each player's unique preferences and playing style. Gone are the days of one-size-fits-all bonuses; today's players expect tailor-made incentives that make them feel valued and appreciated.

Gali: What is your approach to CRM when working with a new client?

Shanta: I would typically look at how efficiently a client is using the six pillars of CRM, which are:

1.?? Segmentation

2.?? Omni-channel communication.

3.?? Bonus strategy.

4.?? Automation

5.?? Promotions

6.?? Campaign analysis and KPI management.

Thereafter, my focus is on optimising how well they work together, which will then drive player engagement, increase product usage, and ultimately generate revenue.

Gali: What is the most common misconception about CRM, particularly in iGaming?

Shanta: Often misunderstood and oversimplified, player retention is not merely about sending out emails or offering bonuses; it's a multifaceted strategy that encompasses the entire player experience.

Gali: How does a robust bonus strategy fit into an effective retention strategy?

Shanta: Bonusing is an integral part of any player retention plan. However, it's not just about showering players with freebies; it's about recognising and rewarding the right players at the right time.

By leveraging data and analytics, you can identify high-value players and tailor your bonus offerings to suit their individual preferences and playing patterns. Understanding the distribution of bonus spend allows for the effective allocation of bonuses, which will, in turn, maximise ROI.

Gali: In which direction would you like to see CRM evolve?

Shanta: I’d like to see more iGaming operators embrace real-time marketing on a player level. While there will always be a place for bulk communication, if you’re truly looking to enhance players’ experience through relevance and personalisation, then 1:1 real-time marketing must be the norm rather than the exception.

Gali: What is your CRM hill to die on?

Shanta: Get the fundamentals right. Understand the player’s journey from receiving an email with a bonus to claiming that bonus.

• Is it a seamless process for the player?
• Is there consistency in communication across different product touchpoints?
• Is the player’s website experience intuitive?

These are the questions any CRM professional should be asking.

Gali: What’s next on your agenda?

Shanta: Educating and mentoring the next generation of iGaming CRM enthusiasts. I remember when coming into the industry and working in CRM, no one explained the importance of my role or the intrinsic impact I could have on the bottom line.

Once I understood that, there were no limits to my curiosity and drive.

From a personal development perspective, it’s important for CRM professionals to understand the ample opportunities that exist in the industry. CRM is so much more than setting up campaigns and bonuses.

In conclusion, Shanta's insights reveal a blueprint of success through the transformative power of a strategic and personalised approach to CRM. By focusing on the fundamentals, optimising segmentation, omni-channel communication, and data-driven bonus strategies, operators can create immersive and engaging player experiences that drive loyalty and revenue.

Shanta's vision for the future of CRM is compelling, where this forward-thinking approach not only addresses current industry challenges but also paves the way for innovative practices that can set operators apart in a competitive market.

Shanta's dedication to mentoring the next generation of CRM professionals ensures that this evolution will be sustained and advanced by passionate and knowledgeable leaders.

As we stand on the brink of this exciting transformation, one pivotal question stays with us:

How prepared are you to integrate these cutting-edge CRM strategies and elevate your player engagement and loyalty to unprecedented levels?

Disclaimer: The VIP Topics, Opinions, and Insights presented in this Q&A series are intended to highlight individual knowledge and personal opinions. They do not represent the views or opinions of Gali's Guide or WarriorLab. The questions and answers are designed to stimulate discussion and debate within the context of our Q&A sessions. It is important to note that the responses provided here are not to be considered professional advice or endorsements by Gali's Guide or WarriorLab. Before making any decisions related to the Q&A discussion topic, it is advisable to seek guidance from qualified experts or professionals who can provide tailored recommendations based on your specific circumstances. These discussions are for informational, discussion, and debate purposes only.