Centralise your CRM to free up time

In our blog post here, we talked about all the awesome things that happen when you free up time for your CRM team. In this post we will look at how you can achieve this.

The first step towards freeing up time for your CRM team is to centralise everything they need to build a campaign. This can include a real-time data feed of every action a player takes on your site, email and SMS service providers, your bonus engine and more. The goal is to integrate all your existing tools and systems to give yourself one place for central orchestration.

Having one central system:

  • Creates a streamlined workflow.
  • Reduces the risk of human error.
  • Gives you access to all your data in one place.

In other words, it saves you a lot of time.

How long does it take to make a sandwich?

Imagine if you went to make a sandwich and all your tools and ingredients were locked in separate rooms. It would soon feel like a pretty long and difficult process, regardless of how basic a sandwich you wanted to make.

Now, take a moment to consider the last campaign you built:

  • How many steps were involved in the process from ideation to delivery?
  • How many different platforms and systems did you need to access to complete your work?
  • How many separate tabs did you have open?
  • How much time did you spend switching between them?
  • Were you able to create exactly what you had imagined, or were you limited by the time and tools available?

If you considered those questions and felt happy about your answers, that’s great! However, if it went more along the lines of: “Too many. Too many. Too many. Too much. No, sad face emoji, ” it’s likely there are still some improvements to be made.

Even if you are not directly involved in campaign execution, you probably have a good idea of the steps involved in the process. If not, this is a good opportunity to check in with the people in your organisation that do!

A streamlined workflow for greater efficiency

CRM teams are made up of carefully selected, creative and talented people. They have the ability to transform the player experience through interesting campaigns and innovative engagements when they have enough time for creativity and reflection.

When you centralise all of your orchestration, seemingly small changes in process can free up a lot of extra time. For example, no longer hopping through tabs to find the code for an email template or requesting (and waiting for) a list of players from the data team. Everything your CRM team needs is in one place. They are able to reduce the time it takes to build campaigns and put their talents towards coming up with new concepts and producing awesome engagements.

A reduced risk of human error

When you have a team chasing deadlines and executing on a large number of different initiatives, mistakes can happen. An extra zero on a freespin offer or a typo in a flagship campaign email are small errors that can have a big impact.

Centralising all aspects of execution reduces the risk of human error and leaves more time for quality assurance. In fact, including QA in the workflow is a must. A solution where you can build, check and deliver a perfect multi-channel, multilingual campaign from one place will help to make this process as easy and seamless as possible.

Running consistently error-free campaigns can also save support agents time dealing with potential campaign-related contacts. A centralised process means the information needed to answer any queries is quick and easy to find.

All your data in one place

Once you have perfected your error-free execution process, there is one thing left to do: check how your campaigns and engagements are performing. When you centralise all of your orchestration, it also means you have a central hub for all your data. You can see a breakdown of everything: SMS delivery, which email subject line performed better in which markets, who claimed a promotion etc. This transforms the once complex and tedious task of finding data across multiple systems and platforms into a simple matter of checking the relevant information in one place.

Completing the loop with accessible data means that your team will not only have more time but also be able to make smarter decisions about the future of player engagement for your organisation.

Find out more

If you would like to know more about the benefits of working from one central system, you can book a demo below:

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