MERKUR UK has enlisted the services of consumer research specialists to find out more about the motivations of players, their attitudes towards safer gambling and the importance of ‘knowing your customers’. The results of the initiative are already being fed back into the operation.
MERKUR UK has completed the first pilot trials of its Customer Experience Groups, part of the company’s ground-breaking 360 Program of safer gambling initiatives. Organised and moderated by independent consumer research consultancy Storecheckers, the pilot sessions were held across the 5th and 6th of July and comprised an independently pre-selected sample of customers that were representative of the MERKUR Slots player-base in terms of age, gender and frequency of visitation.
Lola Wood, MERKUR UK’s first dedicated Customer Experience Manager believes the output from the first two sessions will prove invaluable in terms of reviewing how the brand delivers on its safer gambling commitments. She explained: “We are approaching the Customer Experience Groups from the perspective of identifying and acting on those areas of the journey that we can improve on. It’s not about box ticking but more about listening to what players are telling us and doing our best to understand their outlook and motivations.”
Take-outs from the research have confirmed the importance of the MERKUR Slots venue teams who play a central role in terms of delivering a positive experience. Lola explained: “What came out loud and clear from the Customer Experience Groups was how much our players value the relationships they have with venue teams. Team members who know their customers, who have benefitted from a professional training programme and who are empathetic are central to the delivery of a safe gambling experience.”
Other topics raised included the range of budgeting techniques that are used by players from time limits to spend levels, the frequency of visits and their access to safer gambling messaging. Tony Boulton, MERKUR UK’s Director of Public and Political Relations added: “The overwhelming majority of machine players generally and of our customers in particular do so sensibly and within the limits they set. Knowing about the personal techniques used to manage spend, how venue staff complement and support those methods and the factors that impact the way they play are all important insights that help reinforce our commitment to delivering a safer gambling experience across all of our venues.”