Mansion Improves Contact Centre and Marketing Campaign Performance with RightNow
Maidenhead, UK (November 12, 2009) – Mansion, home of the popular online entertainment sites MansionPoker.com, MansionCasino.com and Casino.com, is using RightNow CX (RNOW:NASDAQ) to help its Member Service department deliver exceptional customer experiences. With RightNow, Mansion has already improved customer satisfaction rates month-on-month while lowering the cost of supporting those customers.
In Mansion’s 80-seat contact centre, agents now have access to a complete, multi-channel customer interaction record, including records of past incidents as well as the marketing campaigns received by that individual. Since going live in March ’09, this integrated record, coupled with robust routing of in-bound contacts, whether by language or customer status, has helped Mansion reduce query response time from 24 hours to just 12 hours, doubling agent productivity -all without increasing headcount.
From a marketing campaigns perspective, using RightNow, Mansion is now able to deliver multi-stage and event-triggered campaigns personalised to a player’s profile. The type of campaigns members receive can be triggered based on a number of determining factors including, the frequency or infrequency of play, amounts waged or even a member’s birthday. The campaigns are fully automated, requiring little or no manual intervention. Business rules and deep segmentation of its member database puts Mansion in full control of its marketing communication to individuals and groups of players, helping it to invoke, reactivate and extend the player lifecycle and, ultimately, deliver more revenue to the business. Campaign effectiveness and conversion rates can also be measured and reported back to the business.
To enable Mansion to continually improve the customer experience it offers, customers are asked for feedback immediately after a query has been resolved. Asking for the customer’s opinion about their treatment straightaway has improved response rates and gives Mansion a true, real-time sense of where improvements might be necessary. This insight has helped Mansion track customer satisfaction and has identified an upward trend since June.
Shelly Hadad, Mansion’s Head of Marketing Operations, said: “The integrated nature of RightNow’s CX suite equips our agents with everything they need right when they need it. The 360-degree view of a customer interactions, as well as insight into the marketing campaigns means that agents can resolve members’ enquiries swiftly and in an informed way. That takes care of delivering an excellent service experience. Meanwhile, automating our email marketing efforts delivers a level of personalisation and relevance that really resonates with our members, adding to the overall customer experience while driving revenue. We know that delivering an excellent customer experience is a key differentiator for us in what is a fiercely competitive market, and with RightNow we’re firmly in the driving seat.”
Mansion currently uses RightNow to support customers in English, French , Spanish and German speaking regions and plans to add Italian in the near future as it expands its international operation. As part of its customer lifecycle development programme, Mansion is also deploying chat. Agents will use this channel to interact with visitors to the website, providing them with real-time marketing offers with the aim of boosting customer acquisition and retention.
MANSION.com is headquartered in Gibraltar and has established itself as a leading brand in online Poker and Casino. The company is funded by private equity investors who share a passion for the thrill of games of skill and a vision to become the world’s leading multi-platform betting product, providing customers worldwide with premium gaming entertainment.
MansionCasino.com offers over 100 dynamic downloadable Casino games, including a selection of action-packed favourites and the most exciting slots around, all with superb graphics and true-to-life sound effects.
MansionPoker.com is home to poker’s best loyalty scheme, Club Mansion. One of the most exciting poker rooms, with exclusive promotions and home to the monthly $1 million guaranteed tournament.
Casino.com boasts not only the best name in the gaming industry, but also online casino’s first true loyalty scheme, rewarding players with superb gifts and cash bonuses