Social media and digital innovations have opened up new dimensions for gaming industry companies that want to understand their consumers more effectively, according to Clive Humby, a pioneer in customer retention.
Mr. Humby, the co-founder of dunnhumby and chief architect of the Tesco Clubcard programme, was speaking ahead of his appearance at EiG 2014 (21-23 October, Arena Berlin) where he will lead an ‘Outside-In’ bloc session that will look into lessons that can be learned by the gaming industry about customer loyalty.
“With social media, electronic wallets, new payment methods and mobile phones, new models are emerging that can allow a loyalty activity to take place without the need for an explicit scheme,” Mr. Humby said. “This is worth exploring for digital players.”
At the Outside-In bloc session Humby will be exploring how the gaming sector can benefit from strategies that have been applied successfully in other customer-facing industries, and giving attendees a better understanding of the reasons that customers use services and how they can lead to better business strategies.
“There are similarities between the gaming sector and supermarket sector. Customers visit reasonably often and spend is highly driven by behaviours and the motivations of customers, creating a rich understanding of customer motivations.
“Understanding behaviour can shape the strategy of a business and set the agenda for the business to develop in many ways. The long-term benefits of trying to understand customer behaviour are particularly important in a highly competitive industry,” Mr. Humby added.