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July/August 2014 • Public Gaming International
The
new
Customer Journey
How do you know
what your customers
really want? The best
way to figure that out is
to step into their shoes
and see what their jour-
ney with your brand
looks like. Their cus-
tomer journey, that is.
The customer journey
is not only the sale but
rather a complete map-
ping of how a customer
becomes aware of your
brand, how they interact
with it and what hap-
pens afterward.
For years, we marketers really focused around three main steps
in the purchase cycle, the “three moments of truth” as coined by
Procter & Gamble.
1. First Moment of Truth
This represents the first moment the consumer sees your prod-
uct in the store. Those few seconds are the most crucial: seeing the
window jackpot sign and dreaming what your life could look like if
you could pay off your debts, buy yourself a nice house or travel the
world. That’s what lotteries offer: aspiration of winning!
2.Second Moment of Truth
This represents the moment when the consumer buys the product.
It’s really about the experience: talking to the clerk, getting informa-
tion directly from self-service devices, choosing your favorite lucky
numbers and holding in your hands that valuable lottery ticket. Then
of course part of the experience is also checking the winning num-
bers, realizing that you won.
3.Becoming a loyal Fan
This represents the post-product use period. It’s when your cus-
tomer becomes a true fan, registers to your Player’s Club, likes your
Facebook page and gives back to your brand with new content: word
of mouth and testimonials.
This model has helped many marketers breakdown their customers’
journey, better understanding what their motivations are and what they
need to do to engage with them at each moment. But is it complete?
Marketing today is challenged by the increase of new connected
mobile devices and the easy availability of valuable information.
Whether we’re shopping for cookies or a trip to NewYork, the Inter-
net has changed how we decide what to buy. Google named this on-
line decision-making moment the Zero Moment of Truth (ZMOT).
The ZMOT represents the moment when people research prod-
ucts before buying. In short, nowadays the customer’s journey
looks less and less like a traditional sales funnel. Today’s customers
bounce back and forth at their pace in a multi-channel marketplace.
They see ads in TV, read reviews online and walk into stores to look
at products. They also switch devices to suit their needs. They use
smart phones, tablets, desktop computers and laptops.
ZMOT is fundamentally about getting closer to your customer
and here are some ideas of how you can do that:
Be active on your website
Updating your website with fresh content is one of the best ways
to give your site’s visitors a reason to come back. In the online world,
you should consider your site as a continual work in progress. Keep
updating and improving. Let your site project your enthusiasm for
the good causes you support, your games and of course your people.
Offer a seamless experience through all channels
Today’s consumers are constantly connected, moving from smart
phone, to computer, to tablet. They may be changing devices but
their intentions don’t change. And regardless of which device they
use, they expect you to deliver a consistent, seamless brand experi-
ence. Make sure that your customer can access your site no matter
what device they use.
Build trust with answers
Great customer service starts with being available and open. Show-
case the good causes you support by adding videos as well as pic-
tures. Moreover, don’t forget to answer the more obvious (to us) ques-
tions like what a playslip is, how to play or when the next drawing is.
Reward your loyal customers
Loyalty is more important in the retail world than ever. Loyalty
programs improve customer service by showing customers that they
are valuable and appreciated. Most importantly, successful loyalty
programs retain customers for a longer period of time, which sig-
Fivi Rondiri, Corporate Marketing Coordinator, INTRALOT
“Change is the law of life. And those who
look only to the past or present are certain to
miss the future.”
—John F. Kennedy
…continued on page 51
