Enteractive has recently commissioned a survey exploring US consumer trends in relation to CRM strategy and customer loyalty.
Conducted online by The Harris Poll, over 2,000 participants were asked about their consumer preferences and attitudes, providing the retention firm with information on the growing US online sports betting market.
While US operators are signing up new players with ease during big sporting events, a large proportion of newly acquired customers are being lost due to loyalty and CRM approaches.
The results of Enteractive’s survey were in line with that CRM focus in the US. Some of the findings include:
- 90% prefer to speak with a real person when contacting a brand with an inquiry
- 89% believe brands’ call agents should speak the same language as the customer they are calling
- 87% think US brands should use a CALLER ID when contacting customers
- 87% said they are more likely to stay loyal to brands if they can speak with live agents who care about their experience
- 70% find robo-calls from brands frustrating, with 54% asserting they are very frustrating
- Two in five would not be averse to getting a call from brands (42%) to check in and improve the customer relationship
“I was so pleased to see the results as they bear out our personal interaction business model, that we are excited to be bringing to the US later in the year,” commented Mikael Hansson, CEO of Enteractive.
“Since 2009 we’ve had real people talking to our clients’ customers in their own language to bring them back with amazing success. We’re looking forward to helping US companies with their customer retention by actually speaking with their users as well.”
Enteractive also discovered that 52% of participants support some online casinos/sports betting nationally, while 49% approve of the same at the state level.
Hansson added: “There’s currently a gold rush in the US sports betting market, and the eventual winners will be those brands that engage with their customers and build relationships for the future.
“Every brand must keep a clear focus on all aspects of their offering, ensuring that all the hard work in getting to market, and the expense of customer acquisition is not quickly lost to lapsing customer relationships.”