Success at The Rank Group

Learn how The Rank Group created a single view of customer to develop strategic up sell/cross sell campaigns and reward highly valuable customers.

Challenges

Wanted Better Customer Experience

• Needed to accurately ID new and returning customers across various channels. Wanted a complete view of a customer across online, offline and gaming table interactions.
• Needed to develop strategic upsell/cross sell campaigns while complying with strict gaming regulations.
• Wanted to be able to track customer engagement and rewards for those highly valuable customers.

Strategy

Develop Single and Account Wallet Solution

• Implement the Profisee Platform. Cleansed, matched and de-duplicated customer data from existing source systems.
• Integrate the clean customer data back to downstream operational and analytical systems.
• Align with cloud strategy. Customer MDM solution needed to run on Azure infrastructure.
• Build a Culture of Data. Support internal efforts to market the right offers to the right customers at the right time. Support omni-channel marketing efforts.

Outcome

Develop Single and Account Wallet Solution

• Single View of Customer. Cleansed, matched and de-duplicated customer data is used by all systems.
• Identified highly valuable customers to drive exciting gaming benefits across all the ways customers play.
• Aligned with cloud strategy. Profisee Platform runs 24/7 on Azure infrastructure to support the omni-channel customer experience.
• Build a Culture of Data. “We wanted a platform that stands the test of time,” Spight, added. “Microsoft with Azure and Profisee were exactly what we needed.”