4 ways to create game-changing customer experiences

Sportsbet’s executive director reveals its disruptive tricks to boost customer experience

Being a customer-led game changer isn’t just about doing something really big and changing the entire course of a company or country, it can mean taking small, incremental steps that build rapidly, Sportsbet’s chief operating officer and executive director claims.

Speaking at ADMA’s Data Day in Sydney, Luke Rattigan revealed the Australian gaming company has experience strong revenue and profit growth in the past few years, hitting just over $4 billion digital turnover, with a profit growing north of $100 million.

So how did the brand achieve this? For Rattigan, there were four key ways it’s transformed customer experiences.

Discover your greater purpose

The first is articulating and acting on the group’s greater purpose.

“In 2012, the leadership team asked us some really deep questions,” he said. “What is our purpose? What is our reason for being? Now in gambling, that is a challenging question. We had to consider whether we are there just to make money, or whether we had some other greater purpose.”

Sportsbet decided its purpose was to add excitement to life. From an internal perspective, this allowed Sportsbet’s team to unite around a common purpose, Rattigan said.

“Now that sets the true foundation for collaboration,” he claimed. “And externally, it sends a positive message about what we stand for to our customers and to society at large. It’s a simple, positive and aspirational purpose that really resonates.”

Embrace a clear strategy

Read more: How Caesars Entertainment uses digital to boost the fun factor for customers

At Sportsbet, Rattigan said its strategy to boost customer experience is based on four key differentiators.

“The first is customer experience - we want to build the most simple, fastest and safest customer experience as possible,” he explained. “Secondly, we want to have the most intuitive app in the marketplace. Third, we want to build original and compelling sports products and unique betting products. For instance, we recently launched a product called Punter’s Club that allows you to bet with your mates.

“Fourth, we want to have our customers engage with our brand and experiences. We want to be known as being fun, fast and fair.”

Nurture the right talent with robust leadership

If Sportsbet wanted to be one of the strongest e-commerce businesses in Australia, it also needed to focus on its leadership capabilities.

“We needed to focus on our team effectiveness and performance,” Rattigan said. “I did a whole range of leadership diagnostics to see certain behaviours that I have which might be impacting other individuals.”

Discovering his love of mentoring and coaching, Rattigan said he wanted to ensure staff could look back on their career at Sportsbet and think that was the place they developed the most.

“As a leader at Sportsbet, my role is to inspire, align and empower that talent to ensure our objective becomes a reality,” he said. “I want to have authentic conversations that can unleash the potential in individuals.”

Sportsbet’s pool of talent has expanded rapidly in recent years from 150 to 700 people.

“Hiring data scientists and analysts are a key component of that talent mix,” he added. “We have about 50 of them, some in product and marketing and some in risk and pricing.”

Keep things simple for customers

To keep things simple for online customers, Rattigan suggested ensuring activation, entry and use of an online app is as easy yet secure as possible, so they use it much more frequently.

“We released a product called Cash Out about a year ago, which we believe is a game changing product for betting,” he said. “It allows customers to be empowered to trade or cash in their bet at any point in time between they make it and the game is over, which our customers love. In fact, we have had over $100 million traded in Cash Out, so it has been a real game changer for customers.”

Read more about Sportsbet's marketing strategy:

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

How to become the customer experience custodian

The number one objective enterprises give for embarking on a digital transformation is to improve customer experiences with new engagement models, according to IDC’s 2017 global study.

Fear not: It's only a robot

Every time I pass through the automated border controls at the Sydney airport I walk away with a feeling of exasperation on the one hand and relief on the other. Exasperation, because the face recognition technology inevitably always fails to recognise me. Relief, because we seem to be safely years away from the Orwellian reality of states controlling every aspect of our lives; something the media is keenly warning us against each day.

Dan Kalinski

CEO, iProspect Australia and New Zealand

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

I worked at Momentum when the transformation started way back in 2013 (not 2015 as stated in the article). It was a painfully slow and co...

Jay

How Momentum Energy has transformed its entire business to be customer-led

Read more

Another buzzword thoughtlessly latched onto, without any thought for the implications on the organisations that have to lumber through th...

Tired

Rolling out agile marketing at Deakin

Read more

Useful., also don’t miss out on these 5 features of Adobe Experience Cloud - Visit here > http://www.softcrylic.com/b...

Sunil Joseph

Adobe debuts Advertising Cloud, Experience Cloud

Read more

the systems that run these things are teachable just like a car, theres stuff still yet to come out to bring up the automation grade, b...

Magnus Robert Carl Wootton

Fear not: It's only a robot - Big data delivery - CMO Australia

Read more

Marin Software’s digital marketing solution as a short way of streamlining and finding a scalable solution...

Al Drazhev

How BizCover is boosting search advertising success

Read more

Latest Podcast

More podcasts

Sign in