Day 1: Introduction and Core Concepts

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Module 1: Introduction to CRM in Online Gaming and Betting

Overview of CRM:

Definition and importance of CRM.

Evolution of CRM in the online gaming and betting industry.

Key Objectives of CRM:

Customer acquisition: Strategies to attract new customers.

Customer retention: Techniques to keep customers engaged.

Customer satisfaction and loyalty: Building long-term relationships.

CRM Software and Tools:

Overview of popular CRM platforms (e.g., Salesforce, HubSpot, Solitics, D-engage).

Features and functionalities specific to gaming and betting.

Module 2: Bonus Strategy

Understanding Bonuses:

Types of bonuses: Welcome bonuses, reload bonuses, free bets, no deposit bonuses, loyalty

bonuses, and VIP rewards.

Objectives of offering bonuses: Customer acquisition, retention, and reactivation.

Designing Effective Bonus Programs:

Aligning bonuses with business goals: Maximizing ROI.

Targeting the right audience: Segmentation and personalization.

Best practices for bonus terms and conditions: Ensuring clarity and compliance.

Bonus Management:

Tracking and managing bonus redemptions: Tools and techniques.

Analysing the effectiveness of bonus programs: Metrics and KPIs.

Compliance and Responsible Gaming:

Ensuring bonuses comply with regulations: Local and international laws.

Promoting responsible gaming through bonuses: Ethical considerations.

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Day 2: Advanced Strategies and Practical Applications

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Module 3: Omnichannel Communications

Introduction to Omnichannel Strategy:

Definition and benefits: Enhanced customer experience and increased engagement.

Difference between omnichannel and multichannel: Integrated vs. siloed approaches.

Building an Omnichannel Communication Strategy:

Integrating various communication channels: Email, SMS, social media, push notifications, live chat,

and phone support.

Creating a seamless customer experience: Consistency across channels.

Personalization and Segmentation:

Using customer data for personalized communication: Behavioural and transactional data.

Segmenting customers for targeted messaging: Demographics, preferences, and gaming habits.

Tools and Technologies:

CRM systems supporting omnichannel communications: Key features.

Automation tools for efficient communication: Workflow automation and AI.

Module 4: Promotions and Campaign Management

Types of Promotions:

Seasonal promotions: Holiday-themed offers and events.

Event-based promotions: Major sports events, tournaments, and anniversaries.

Loyalty programs: Points-based systems and tiered rewards.

Designing Successful Campaigns:

Setting clear objectives and KPIs: SMART goals (Specific, Measurable, Achievable, Relevant,

Timebound).

Planning and executing campaigns: Timelines, budgets, and resource allocation.

Campaign Lifecycle Management:

Launch: Initial promotion and customer outreach.

Monitoring: Realtime tracking and performance analysis.

Optimization: Adjusting strategies based on feedback and performance data.

Post-campaign analysis: Evaluating success and identifying areas for improvement.

Legal and Ethical Considerations:

Ensuring promotions comply with local laws and regulations: Advertising standards and consumer

protection laws.

Ethical considerations in promotional activities: Transparency and fairness.

Module 5: Campaign Analysis and KPI Management

Key Performance Indicators (KPIs):

Essential KPIs for CRM in gaming and betting: Customer lifetime value (CLV), retention rate, churn

rate, and average revenue per user (ARPU).

Additional KPIs: Net promoter score (NPS), engagement metrics, and campaign-specific metrics.

Data Collection and Analysis:

Gathering data from various sources: CRM systems, analytics platforms, and customer feedback.

Analysing customer behaviour and campaign performance: Techniques and tools (e.g., Google

Analytics, Tableau).

Reporting and Dashboarding:

Creating reports and dashboards for tracking KPIs: Visualization tools and best practices.

Tools for real-time monitoring and analysis: Custom dashboards and automated reports.

Optimizing CRM Strategies:

Using data insights to improve CRM strategies: Identifying trends and opportunities.

Continuous improvement through feedback loops: Implementing changes and measuring impact.

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Day 3: Hands-on Workshops and Final Assessment

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Module 6: Practical Workshops and Case Studies

Hands-on Workshops:

Real-world scenarios and problem-solving exercises: Simulating CRM challenges and solutions.

Practical use of CRM tools and platforms: Guided tutorials and practice sessions.

Group activities: Collaborating on CRM strategy development and execution.

Case Studies:

Analysis of successful CRM strategies in the industry: Best practices and lessons learned.

Lessons learned from failed CRM initiatives: Common pitfalls and how to avoid them.

Module 7: Final Project and Assessment

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Final Project:

Develop a comprehensive CRM strategy for a hypothetical online gaming or betting company:

Incorporating elements from all modules.

Assessment:

Written exam covering key concepts and practical knowledge: Testing understanding of theoretical

and practical aspects.

Peer review and feedback: Constructive critique of final projects and presentations.

Course Delivery

Format:

In-person or online sessions with a mix of lectures, interactive discussions, and practical workshops.

Duration:

2 to 3 days, intensive schedule.

Resources:

Access to CRM software for hands-on practice.

Reading materials, case studies, and industry reports.

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