A well thought out customer relationship management strategy is key to ensuring the success of your sales and marketing activities. There is an art to maintaining a comprehensive overview of individual customers as well as larger customer groups. A reliable, consistent database makes this possible. You need to use it as a basis for shaping CRM processes, planning campaigns and managing interactions with your customers.
Many lotteries are not able to do this, though, since they lack a standardised database with consistent high quality. Meanwhile, the strict regulations for the gambling market – which are put into place to protect minors and prevent gaming addiction – place very high demands on lottery companies, especially in terms of CRM systems and campaign management.