Personalisation key to brand loyalty, study finds

More than two-thirds of UK bettors would stay loyal to a gambling brand if it offered a more personalised customer experience, according to a new survey.

The study, conducted by big data integration firm Talend, found that 67% of respondents would continue betting with an operator if it provided personalised services such as tailored odds and offers and highly-targeted push notifications, a service 72% of those surveyed said was currently lacking.

And a ‘personalised customer experience’ was the second highest ranked (20%) reason, behind offering ‘competitive odds’ (39%), given by respondents for why they remain loyal to a particular brand.

“Bookmakers will note with interest the prominent place on this list for customised customer experience and sign-up offers, in particular,” Murad Vassib, UK lead for the gaming and leisure sector at Talend, said.

“Indeed, nearly one in three respondents (30%) said they had taken advantage of a sign-up offer once and continued to use the bookmaker.

“In an environment of increasingly fickle customers these kinds of sign-up offers could be a significant differentiator for betting companies looking to attract new players and ultimately drive brand loyalty,” Vassib added.

Personalisation is set to be a key theme in 2016 with operators developing methods to leverage big data and overhauling front-ends to give more flexibility and faster response times.