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Online gambling - the customer-driven business
The history of online casinos from crude gambling and software development to online blogs and daily rebates illustrates how the customer has come to dictate business If only one word is used to describe today’s customer, it would be “demanding”. This is the result from global business developments: as production rose on a world scale, competition increased, and companies started to explore new ways to attract customers. Moreover, the end of the 20th and the beginning of the 21st centuries are a period marked by a shift from the production to the service sector, which again focuses on bringing benefits to consumers. As a result of this, we see a customer who is now shaping business rather than the other way around. Therefore, businesses which ignore this fact will be left behind by more nimble competitors. In online gambling, this is even more apparent than elsewhere. It is an industry which is developing so quickly that slower operators can easily fall behind. The industry only emerged in the mid 1990s, with the establishment of the first online casino. In the beginning, people were not over-enthusiastic about gambling online, mainly due to fears about the legitimacy of operators, the security of transactions, and the fact that it took a very long time for wins to be paid to clients’ bank accounts. These fears have now been quashed by the emergence of respected casino operators and fast, secure online transactions. Now people place bets on the web with the same ease as they do their online pizza order. To name one example, Red Lounge Casino, which is one of the most popular online casinos in the UK, started its November daily rebate promotion. Customers of the UK online casino are able to receive cash back from their losses every time they exceed a predefined wagering threshold. Cash refunds are tallied daily and transferred back to player accounts by 9 p.m. London time. Thus gamblers will be able to benefit from the daily rebate promotion up to 30 times during the month. Besides, while taking advantage of the daily rebate promotions, clients are still able to enjoy other promotions available at the casino. The example above highlights two features of online casinos that have been dictated by customer needs – the desire to receive customer care and to feel that they are given something uniquely tailored to their taste. Apart from its customized promotions, the UK online casino has gone further to meet these demands by setting up an efficient London-based customer care team and trying to meet and even predict all of its clients’ needs. Last month, Red Lounge conducted a survey among 110 of its customers to explore the features of online Roulette which UK customers consider essential. The casino thus highlighted several areas to focus on, such as big payouts in online Roulette, special bonus features and promotions, quick pace, and game graphics, and is integrating these elements when elaborating its highly successful online Roulette games – the unique Red Lounge Bonus Roulette and the generous Single Zero Roulette. There are just a few examples to illustrate how modern gamblers no longer need to seek online casinos to play in, because it is now the online casinos who seek their customers by offering them the exact things they need, satisfying every whim and trying to predict what they will demand next. In a customer-driven business world, this is essential.
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