Camelot UK Lotteries Dynamically Enhances Online Customer Engagement

Camelot customer engagementAs the inevitable drive towards universal online ubiquity continues to accelerate, brands are finding it necessary to improve their digitized customer experiences. This is becoming true for all industries. Those that cannot maximize online customer engagement will fall behind those that can. Some brands are fortunate enough to pool together the internal resources necessary to make such advancements possible. It is becoming much more common, however, to seek the outside help of specialized experts.

When Camelot UK Lotteries became aware of its need to optimize customer experiences across its online websites, it recently sought the help of Maxymiser, a cloud-based customer engagement firm that provides a host of seamlessly integrated and personalized omni-channel business solutions.

“It’s important that we respond to the changes we are seeing in the way that our visitors play,” said Camelot Senior Optimization Manager Selina Chang. “As more visitors are playing via mobile and tablet, we need to reflect this by improving the experience across all platforms.”

For Camelot, the licensed operator of the UK National Lottery since 1994, this means improving the customer experience of over seven million players across the country. But Chang is confident that Maxymiser is up to the task.

“We are extremely impressed with Maxymiser – the quality of the output from the optimization campaigns is really exceptional, and the testing process is particularly thorough and secure,” she said. “The team themselves are very agile and responsive to our requirements; they understand what they are doing and always maintain patience and professionalism.”

One major area of focus will be a total upgrade of Camelot’s online registration process. Visitors regularly visit the website to view game results and gain a host of general lottery information. But since account registration is not currently required, Camelot is neglecting to collect vast volumes of data that could help them improve the customer experience. 

“This makes it more difficult for us to understand who these visitors are and how we can best meet their needs,” Change continued. “By optimizing the online registration journey through a series of campaigns with Maxymiser, we are hoping to make the process of creating an account easier for the visitor, while maintaining the rigorous processes we must meet to ensure our players are eligible to play.”

Another key improvement will see Maxymiser help Camelot improve customer engagement across a variety of mobile devices. This comes after major redesigns of Camelot’s new mobile platform have begun to dynamically alter the way players interact with the game, particularly on smartphones and tablets.

“We are aiming to use the guidance and expertise of the Maxymiser team to prove our hypotheses surrounding user experience, design and layout,” Chang concluded.

Recent Content

Membership and Pricing

Videos and podcasts

Membership and Pricing