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Chapter 06.

Customer story

Challenges

  • Boost the effectiveness of customer communication across Rank Group’s multiple brands
  • Embed a safer gambling ethos throughout the business, and identify and interact with vulnerable customers
  • Meet stringent industry data regulations

Solution

  • We undertook a large-scale data cleanse on customers who had interacted with Rank Group over the past 24 months. Checked against Royal Mail PAF – the most up-to-date Postcode Address File – addresses in the database were parsed, standardized, verified, cleansed and formatted. A suppression cleanse was then carried out to flag any house movers or deceased customers
  • We carried out an email and mobile validation cleanse. Both of these cleanses were key in enhancing Rank Group’s communication strategy, improving customer service, and making sure the intervention team could get in touch with customers quickly to provide safeguards if problems arose.

Results

  • Improved customer communication and customer experience
  • Reduced marketing costs (mainly mailing and SMS) by up to £500,000 per annum
  • Worked towards improving fidelity of a single customer view to detect fraudulent accounts faster and reduce gambling harm
  • Formulated a data quality dashboard allowing data quality metrics to be shared across the business

 

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Question 1 of 7

You're waiting in an online queue for tickets that are in high demand - you're finally 'next in the queue' but then the site crashes and you're done for.

How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).

Question 2 of 7

You’ve saved up for months to treat yourself after reaching a personal goal, but it never arrives and you find out later that the company sent it to the wrong address.

How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).

Question 3 of 7

You've ordered some formal clothing for an upcoming wedding. It should arrive the day before the event but it doesn’t turn up until after the wedding.

How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).

Question 4 of 7

When spending time selecting a birthday present for a friend, your card is declined without explanation.

How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).

Question 5 of 7

You have been eagerly awaiting the arrival of a package. The driver can’t find your location, so they take your delivery back to the depot and you have to arrange for a second delivery.

How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).

Question 6 of 7

You're trying to change your internet provider for a better deal and are told that your address 'cannot be found', despite all the other addresses in your street or block being listed, so you can't make the switch.

How frustrating would you rank this scenario on a scale of 1-7 (1 = not frustrating and 7 = extremely frustrating).

Question 7 of 7

With all that in mind, how many bad online shopping experiences would cause you to give up on your favorite retailer?