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Did you know that there are currently more than 2.3 billion online gamers globally? If you’re an online game owner or developer, you may feel a rush of adrenaline thinking that you’re in a massive market that appeals to a wide demographic. However, you should remain aware that there’s a lot of noise out there, and you can find it tough to stand out among your own consumers. Remember, somebody signing up for your game doesn’t mean that they’ll be loyal for life!
You need to start thinking of implementing a CRM and use it to develop a relationship with your players and add value to their overall gaming experience. So let’s look at five proven CRM strategies in the online gaming industry.
1. Conduct thorough data analysis to reveal actionable insight.
The first objective of a CRM for your online game is to capture player data.
After all, the importance of data in powering your marketing strategy is paramount. The next step is to mine that data to help you create “player personas.” Try to identify a minimum of three unique personas that will help you determine how you should communicate and market to different types of players. Remember that not every player will be identical to another, and a marketing message that works for one player may not work for another.
2. Map the player journey and leverage key touch points.
Create a customer journey map from your CRM data to learn more about how players interact with your game and company at every touchpoint. Include each possible touchpoint such as marketing, sales, communications, service, operation, and support.
In short, any business aspect where the players may come in contact with your company either indirectly (through player forums or support) or directly (through in-game interaction or set-up). You can use this roadmap to customize your interactions with the players.
3. Set well-defined objectives for all stages of your customer lifecycle.
After you’ve created player personas, you should work out how their life cycle looks, the number of stages they go through, what individual interactions might be, what are the specific “trigger points,” what are the likely outcomes for each stage might be.
The next step is to set well-defined objectives for each stage. Examples of objectives are things like grow, retain, monetize, reactivate, progress, reward, and increase game time—just to name a few. Each objective must have its unique set of KPIs and measures that will help in contributing to your overall business goal.
4. Ensure regular engagement with your customers.
Lack of dependable engagement leads to customer churn. To avoid this, keep your customers happy and engage them at every step of their lifecycle. After all, loyal customers are much more profitable than new customers.
When you correctly engage your customers, they are more likely to stay with you, buy more, and recommend you to their friends. Some ways to ensure regular customer engagement are:
- sending a thank-you email.
- asking for customer reviews.
- upselling or cross-selling products with post-purchase emails.
- requesting referrals.
- offering customer loyalty programs.
Try playing fire joker, one of the hottest online casino games, and see how they have implemented regular customer engagement.
5. Track engagement and revise your CRM strategy as needed.
Remember that putting a CRM plan together is the start of a process. You should test, re-test, and keep testing your CRM activities continuously.
Since your game may change, your players might react differently to your expectations with each change. You should monitor player behavior and their responses to help you adapt your marketing messaging as needed.
The promises of CRM have always tied in perfectly with TopRight’s 3S methodology: telling a clear and compelling story, using an effective strategy that reaches the right people at the right time, and employing systems that align marketing and sales with the rest of your organization. The strategies discussed here can be applied to how marketing innovation can be implemented in multiple industries. Retaining customers is paramount when it comes to growing your business. Use the proven CRM strategies we’ve mentioned to grow your business in a data driven way. We’ve been so successful with it we’re shocked when other brands tell us they haven’t taken the time to integrate their own CRM into their brand.
The question for you right now is: What are you waiting for?
Come to our upcoming webinar and sign up for the TopRight blog! Or connect with me on Twitter and on LinkedIn. If you still want more marketing insight, pick up copies of our latest books: Strategic Analytics and Marketing, Interrupted.